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450. Effects of Find Thirty every day®: Cross-Sectional Findings From a Western Australian Population-Wide Mass Media Campaign, 2008-2010

Research Article
Justine E. Leavy, Michael Rosenberg, Adrian E. Bauman, Fiona C. Bull, Billie Giles-Corti, Trevor Shilton, Clover Maitland, Rosanne Barnes
November 2012

Commentary: Rona Macniven, Prevention Research Collaboration, University of Sydney

Since its launch in 2002, the state-wide Find Thirty campaign in Western Australia has achieved public recognition and sustained support and has been updated and modified, whilst retaining the same promotional naming and message of achieving 30 minutes of physical activity daily. The campaign used a comprehensive mix of strategies including  television, radio and print advertisements as well as billboards and point of decision signage (such as posters encouraging stair use) to promote physical activity. Broadly speaking, large scale mass media campaigns, when implemented in conjunction with other community-wide strategies, have demonstrated success in increasing physical activity awareness and behaviour change. This study reports on the population-level effects of the Find Thirty every day® campaign from 2008 to 2010, around changes in awareness, intention, and physical activity participation, finding significant increases in each measure.

The evaluation consisted of three cross-sectional telephone surveys, completed by just under 1000 adults at each time point who were aged 20-54 years and had no disease or disability to prevent physical activity participation. The first group were surveyed before the 2008-2012 campaign commenced, the second group following 3/7 advertising waves and the third group post-wave 7. At each time point, respondents self-reported their awareness of the campaign or recognition when prompted; whether they understood and accepted the campaign; intention to do something in response to the message; and their physical activity in the past week, determined through the Active Australia survey.

Results showed promising positive effects following the campaign. Awareness increased from 30.4% at baseline to 48.5% and 48.5% at the 2nd and 3rd surveys, respectively, particularly among women and those of low socioeconomic status who are an important and often hard-to-reach target group. Intention to be more active doubled to 21.0% from baseline to the 3rd survey. For physical activity behavior, positive increases from baseline to the 2nd survey across all four activity categories: walking, moderate, vigorous, and total physical activity but increases in self-reported walking from baseline to the 3rd survey. Each of these reported changes were statistically significant. When results were further examined, women (adjusted odds ratio [AOR] = 1.30, 95% confidence interval [CI]= 1.12-1.53) and those who were sufficiently active (AOR = 1.27, 95% CI = 1.08-1.50) were more likely to be aware of the campaign. Respondents who had achieved a higher school certificate (AOR = 1.27, 95% CI = 1.04-1.54) or a university education (AOR = 1.79, 95% CI = 1.54-2.33) also significantly increased their physical activity. However, half of the sample were overweight or obese and physical activity was lower among those participants compared with underweightormal adults (AOR = 0.74, 95% CI = 0.63-0.88) although this does underscore the important link between physical activity and healthy weight in adults.

 Find Thirty every day® has demonstrated some beneficial effects in both awareness, intention raising and actual behavior change and can be taken as a best practice example of a social marketing  campaign both nationally and internationally. Effects in low SES groups are particularly important as these are key target groups for interventions. Future targeting of overweight and obese adults, those with lower educational attainment and men would be advised next steps, as well as testing the effects of the campaign on ethnically diverse groups. The effects of Find Thirty every day® could be further enhanced through further linking the mass media strategies to broader avenues across policy sectors to achieve behavior change, such as modifications to the built environment and partnership with professionals in health and other key sectors.


Source: Health Education Behaviour, 2012, OnlineFirst. Access to this article may depend on your Institutional rights. Click here for the full article.