TY - JOUR
T1 - “Follow the whistle: physical activity is calling you”
T2 - evaluation of implementation and impact of a Portuguese nationwide mass media campaign to promote physical activity
AU - Silva, Marlene Nunes
AU - Godinho, Cristina
AU - Salavisa, Marta
AU - Owen, Katherine
AU - Santos, Rute
AU - Silva, Catarina Santos
AU - Mendes, Romeu
AU - Teixeira, Pedro J.
AU - Freitas, Graça
AU - Bauman, Adrian
N1 - Funding Information:
Funding: This research received no external funding. The mass media campaign “Follow the Whistle” was funded by the Portuguese Directorate-General of Health.
Funding Information:
Acknowledgments: We would like to dedicate this paper, reflecting the implementation and evaluation of “Siga o Assobio/Follow the Whistle”, as a memorial to Catarina Sena. Her support and work as Deputy Director of the Portuguese Directorate-General of Health was critical for setting up this campaign. The mass media campaign was promoted by the Portuguese Directorate-General of Health (Ministry of Health) and the Portuguese Institute of Sports and Youth (Ministry of Education) with the support of the Portuguese Football Federation. The creative idea and design were developed by FunnyHow. The impact assessment was facilitated by the Associação Mutualista Montepio. Public presentation was hosted by the Lisbon City Council. Besides acknowledging all the institutions involved, the authors would like to highlight the support of Diogo Cruz, Fernando Araújo, Vitor Pataco, Sónia Paixão, Diana Santos, Pedro “Pauleta”, João Brito, Francisca Araújo, Miguel Pacheco, Miguel Arriaga, Sergio Gomes and Sandra Bessa.
Publisher Copyright:
© 2020 by the authors. Licensee MDPI, Basel, Switzerland.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/11/1
Y1 - 2020/11/1
N2 - To raise perceived capability (C), opportunity (O) and motivation (M) for physical activity (PA) behaviour (B) among adults, the Portuguese Directorate-General of Health developed a mass media campaign named “Follow the Whistle”, based on behaviour change theory and social marketing principles. Comprehensive formative and process evaluation suggests this media-led campaign used best-practice principles. The campaign adopted a population-wide approach, had clear behavioural goals, and clear multi-strategy implementation. We assessed campaign awareness and initial impact using pre (n = 878, 57% women) and post-campaign (n = 1319, 58% women) independent adult population samples via an online questionnaire, comprising socio-demographic factors, campaign awareness and recall, and psychosocial and behavioural measures linked to the COM-B model. PA was assessed with IPAQ and the Activity Choice Index. The post-campaign recall was typical of levels following national campaigns (24%). Post-campaign measures were higher for key theory-based targets (all p < 0.05), namely self-efficacy, perceived opportunities to be more active and intrinsic motivation. The impact on social norms and self-efficacy was moderated by campaign awareness. Concerning PA, effects were found for vigorous activity (p < 0.01), but not for incidental activity. Overall the campaign impacted key theory-based intermediate outcomes, but did not influence incidental activity, which highlights the need for sustained and repeated campaign efforts.
AB - To raise perceived capability (C), opportunity (O) and motivation (M) for physical activity (PA) behaviour (B) among adults, the Portuguese Directorate-General of Health developed a mass media campaign named “Follow the Whistle”, based on behaviour change theory and social marketing principles. Comprehensive formative and process evaluation suggests this media-led campaign used best-practice principles. The campaign adopted a population-wide approach, had clear behavioural goals, and clear multi-strategy implementation. We assessed campaign awareness and initial impact using pre (n = 878, 57% women) and post-campaign (n = 1319, 58% women) independent adult population samples via an online questionnaire, comprising socio-demographic factors, campaign awareness and recall, and psychosocial and behavioural measures linked to the COM-B model. PA was assessed with IPAQ and the Activity Choice Index. The post-campaign recall was typical of levels following national campaigns (24%). Post-campaign measures were higher for key theory-based targets (all p < 0.05), namely self-efficacy, perceived opportunities to be more active and intrinsic motivation. The impact on social norms and self-efficacy was moderated by campaign awareness. Concerning PA, effects were found for vigorous activity (p < 0.01), but not for incidental activity. Overall the campaign impacted key theory-based intermediate outcomes, but did not influence incidental activity, which highlights the need for sustained and repeated campaign efforts.
KW - Evaluation
KW - Healthy lifestyles
KW - Mass media campaign
KW - Physical activity
KW - Social marketing
UR - http://www.scopus.com/inward/record.url?scp=85094961689&partnerID=8YFLogxK
U2 - 10.3390/ijerph17218062
DO - 10.3390/ijerph17218062
M3 - Article
C2 - 33147704
AN - SCOPUS:85094961689
VL - 17
SP - 1
EP - 14
JO - International Journal of Environmental Research and Public Health
JF - International Journal of Environmental Research and Public Health
SN - 1661-7827
IS - 21
M1 - 8062
ER -