ParticipACTION: A mass media campaign targeting parents of inactive children; knowledge, saliency, and trialing behaviours
ParticipACTION: A mass media campaign targeting parents of inactive children; knowledge, saliency, and trialing behaviours
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DOI：
10.1186/1479-5868-6-88
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发表时间：
2009-12-09
影响因子：
8.7
通讯作者：
Murumets, Kelly
中科院分区：
文献类型：
--
作者：
Craig, Cora L.;Bauman, Adrian;Murumets, Kelly
背景：2007年底，加拿大重新启动了“参与”全国体育活动大众媒体运动，最初的运动目标是小学学龄儿童的父母。该运动使他们了解了儿童和青少年缺乏身体活动的风险。本研究的目的是评估活动后的宣传意识和理解，并确定参与该活动是否可能与行为改变有关。方法：通过现有的加拿大成年人小组（n = 60,000）招募1,500名成年人参加在线调查。最初的活动暴露包括“提示”和“非提示”回忆2007年“参与”活动中特定的体育活动信息，了解PA的好处，显著性，以及帮助他们的孩子变得更活跃的初步试验行为。结果：四分之一的受访者显示自发地回忆起参与行动活动的特定信息内容，而提示回忆率为57%。信息的回忆和理解与对身体活动的了解有关，而这反过来又与高度显著性有关。显著性与被问及的每一种与身体活动相关的试验行为都有关。结论：在参与活动后，人们对活动的认识和理解程度很高，并与中间活动结果相关，包括显著性和试验行为。这与竞选活动评价有关，因为它表明，最初的重点是影响认识和理解，可能会导致竞选活动终点发生更实质性的变化。
Background: In late 2007, Canada's ParticipACTION national physical activity mass media campaign was re-launched, with an initial campaign targeting parents of elementary school-aged children. The campaign informed them about the risks of physical inactivity for children and youth. The purpose of this study was to assess campaign awareness and understanding following the campaign, and to identify whether exposure to this campaign was likely associated with behaviour change.Methods: A convenience sample of 1,500 adults was recruited though an existing panel (n = 60,000) of Canadian adults to participate in online surveys. Initial campaign exposure included "prompted" and "unprompted" recall of specific physical activity messages from the 2007 ParticipACTION campaign, knowledge of the benefits of PA, saliency, and initial trial behaviours to help their children become more active.Results: One quarter of respondents showed unprompted recall of specific message content from the ParticipACTION campaign, and prompted recall was 57%. Message recall and understanding was associated with knowledge about physical activity, and that in turn was related to high saliency. Saliency was associated with each of the physical activity-related trial behaviours asked.Conclusion: Campaign awareness and understanding was high following this ParticipACTION campaign, and was associated with intermediate campaign outcomes, including saliency and trial behaviours. This is relevant to campaign evaluations, as it suggests that an initial focus on influencing awareness and understanding is likely to lead to more substantial change in campaign endpoints.