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“Follow the whistle: physical activity is calling you”: evaluation of implementation and impact of a Portuguese nationwide mass media campaign to promote physical activity

2020-11-01Journal article Open access
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dc.contributor.authorSilva, Marlene Nunes
dc.contributor.authorGodinho, Cristina
dc.contributor.authorSalavisa, Marta
dc.contributor.authorOwen, Katherine
dc.contributor.authorSantos, Rute
dc.contributor.authorSilva, Catarina Santos
dc.contributor.authorMendes, Romeu
dc.contributor.authorTeixeira, Pedro J.
dc.contributor.authorFreitas, Graça
dc.contributor.authorBauman, Adrian
dc.date.accessioned2021-03-17T09:42:31Z
dc.date.available2021-03-17T09:42:31Z
dc.date.issued2020-11-01
dc.description.abstractTo 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.3390/ijerph17218062pt_PT
dc.identifier.eid85094961689
dc.identifier.issn1661-7827
dc.identifier.pmcPMC7663013
dc.identifier.pmid33147704
dc.identifier.urihttp://hdl.handle.net/10400.14/32235
dc.identifier.wos000589130700001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectEvaluationpt_PT
dc.subjectHealthy lifestylespt_PT
dc.subjectMass media campaignpt_PT
dc.subjectPhysical activitypt_PT
dc.subjectSocial marketingpt_PT
dc.title“Follow the whistle: physical activity is calling you”: evaluation of implementation and impact of a Portuguese nationwide mass media campaign to promote physical activitypt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage14pt_PT
oaire.citation.issue21pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleInternational Journal of Environmental Research and Public Healthpt_PT
oaire.citation.volume17pt_PT
person.familyNameNunes Silva
person.familyNameGodinho
person.familyNameTeixeira
person.givenNameMarlene
person.givenNameCristina
person.givenNamePedro
person.identifier.ciencia-id5713-F97A-A6C8
person.identifier.ciencia-id4410-1ADE-E90A
person.identifier.ciencia-idAC16-6149-0671
person.identifier.orcid0000-0003-4734-0283
person.identifier.orcid0000-0002-2293-7190
person.identifier.orcid0000-0001-7202-0527
person.identifier.ridB-7923-2011
person.identifier.ridC-9817-2010
person.identifier.scopus-author-id24477871800
person.identifier.scopus-author-id55948709100
person.identifier.scopus-author-id7005895215
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication06307dc5-a835-4c67-8bfd-5e23f6bc6e99
relation.isAuthorOfPublication75e00257-124d-4f34-9586-8b5ae3382d14
relation.isAuthorOfPublication3a8aa4c7-c9c9-4e60-a4fd-a81a2a7e6b19
relation.isAuthorOfPublication.latestForDiscovery06307dc5-a835-4c67-8bfd-5e23f6bc6e99

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