ParticipACTION: A mass media campaign targeting parents of inactive children; knowledge, saliency, and trialing behaviou
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BioMed Central
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Research
ParticipACTION: A mass media campaign targeting parents of inactive children; knowledge, saliency, and trialing behaviours Cora L Craig*1,2, Adrian Bauman2,1, Lise Gauvin3,4, Jennifer Robertson5 and Kelly Murumets5 Address: 1Canadian Fitness and Lifestyle Research Institute, Ottawa, Canada, 2School of Public Health, University of Sydney, Sydney, Australia, 3Department of Social and Preventive Medicine, Centre de Recherche Lea-Roback sur les Inégalités Sociales de Santé de Montréal, Université de Montréal, Montréal, Canada, 4Centre de recherche du Centre Hospitalier de l'Université de Montréal (CRCHUM), Montréal, Canada and 5ParticipACTION, Toronto, Canada Email: Cora L Craig* - [email protected]; Adrian Bauman - [email protected]; Lise Gauvin - [email protected]; Jennifer Robertson - [email protected]; Kelly Murumets - [email protected] * Corresponding author
Published: 9 December 2009 International Journal of Behavioral Nutrition and Physical Activity 2009, 6:88
doi:10.1186/1479-5868-6-88
Received: 17 February 2009 Accepted: 9 December 2009
This article is available from: http://www.ijbnpa.org/content/6/1/88 © 2009 Craig et al; licensee BioMed Central Ltd. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract 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 a
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