Title: A community campaign
1- A community campaign
- using paid media to encourage walking among
sedentary older adults
Bill Reger, EdD Adrian Bauman,PhD
Linda Cooper, MSW Bess Marcus, PhD
Steven Booth-Butterfield, EdD
Susan Middlestadt, PhD Holli Smith, MA,
MSW Felicia Greer, PhD
2WORLD HEALTH ORGANIZATION1st International
Conference on Health PromotionNovember 21,
1986Ottawa, CANADA
OTTAWA CHARTER FOR HEALTH PROMOTION
Health promotion is the process of enabling
people to increase control over, and to improve,
their healthPeople cannot achieve their fullest
health potential unless they are able to take
control of those things which determine their
health.
3PHASES On-going POLICY ENVIRONMENTAL
work INTERVENTION COMMUNITY EMPOWERMENT
PROJECT MODEL
Policy and Environmental / INFRASTRUCTURE changes
WHEELING WALKS Task Force
Mass media-based CAMPAIGN
12-week CHPP
Initial STEERING COMMITTEE
4HOW? By delivering
- a targeted public health physical activity
message - 30 minutes or more of
- moderate-intensity walking
- almost every day.
- to a targeted audience
- Insufficiently active
- adults, ages 50-65,
- in a West Virginia community
5METHODOLOGY
-
- Standard Model for Communication
- Theory of Reasoned Action and Planned Behavior
- Transtheoretical Model
- Social Marketing
-
6 TIME ENERGY
7Print ad man
8PAID ADVERTISING - 8 weeks
--Two 30-second television ads that run 683
times (5100 GRP) on network-affiliated
stations and 1,164 times on cable television
stations --Two 60-second radio ads that run
1,988 times (3450 GRP) --2 different
1/4-page newspaper ads that run 14 times
9PUBLIC RELATIONS
included WEEK 1--campaign KICK-OFF press
conference WEEK 3--press conference with
physicians WEEK 4--a mid-campaign progress
report press event WEEK 6--1st Mayors Walking
Cup noon-time walk WEEK 7--Intergenerational
Walk WEEK 8--campaign finale press conference
10COMMUNITY EDUCATIONAL / PUBLIC HEALTH Activities
- Campaign Website
- Worksite, Faith-based programs and challenges
- Physicians Prescription for WALKING
11EVALUATION PLAN
1. A telephone survey questionnaire of 1,472.
--Baseline --Immediately
post-intervention 2. Earned media 3.
Environmental and Policy Change
12RESULTS EARNED MEDIA
76 -- TV news stories 48 --
Radio news stories 49 -- Newspaper
articles (23--Front Page) 107 -- TV
/ Radio interviews / promotions 2
-- USA Today article w/ pix
76 -- TV news stories 48 --
Radio news stories 49 -- Newspaper
articles (23--Front Page) 107 -- TV
/ Radio interviews / promotions 2
-- USA Today article w/ pix
76 -- TV news stories 48 --
Radio news stories 49 -- Newspaper
articles (23--Front Page) 107 -- TV
/ Radio interviews / promotions 2
-- USA Today article w/ pix
13RESULTSTELEPHONE QUESTIONNAIRES
Self-report
Immediate Post Knew about
campaign------------ 92 Saw TV
ads--------------------------- 76
Heard Radio ads-------------------- 35 Saw
or heard news stories------ 82 Heard
about campaign at worksite------------
------------ 5 via faith-based
programs----- 4 via speakers-----------
---------- 4
14RESULTSTELEPHONE QUESTIONNAIRES
SELF-REPORT --Baseline to Immediate-post
Percent Increase
14 difference
32
18
15RESULTS--STAGE CHANGES (Transtheoretical Model)
Of those reporting to be in precontemplation,
contemplation, and preparation at baseline,
50 62 in in
COMPARISON WHEELING reported being at
a higher stage immediately
post-intervention. (statistically
significant at p12
16(No Transcript)
17 Engaging city agencies -streets,
highways, parks -law enforcement,
planning Physicians writing walking
prescriptions Weekly column in Sunday paper
Working with University engineering team
? develop walkable community plan
18(No Transcript)
19Isnt it time you started walking!
20(No Transcript)
21THE STANDARD MODEL
Reception Processing Response
Behavior
behavior beliefs arg
qualityPLACEMENT elaboration normative
intention BEHAVIOR likelihood
beliefs to act
FREQUENCY cues control beliefs
22Message Development(Formative Research)
-- An Elicitation Survey to identify salient
psychosocial factors about moderate-intensity
walking. (30 people)
-- A Quantitative Survey to identify which
psychosocial factors differentiate walkers and
non-walkers. (150 people)
-- A Qualitative Pretesting of ad storyboards to
guide final ad production. (80 people)
23Best Predicted Model, Chi-square3 39.73 p
Walking Status
.15
Treatment
Intention
.18
.57
Control
All paths with coefficients are significant at
.01 or better