A community campaign

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• 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
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WORLD 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.
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PHASES 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
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HOW? 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
  

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METHODOLOGY

• Standard Model for Communication
• Theory of Reasoned Action and Planned Behavior
• Transtheoretical Model
• Social Marketing
• 
  

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TIME ENERGY
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Print ad man
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PAID 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
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PUBLIC 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
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COMMUNITY EDUCATIONAL / PUBLIC HEALTH Activities

• Campaign Website
• Worksite, Faith-based programs and challenges
• Physicians Prescription for WALKING

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EVALUATION PLAN
1. A telephone survey questionnaire of 1,472.
--Baseline --Immediately
post-intervention 2. Earned media 3.
Environmental and Policy Change
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RESULTS 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
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RESULTSTELEPHONE 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
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RESULTSTELEPHONE QUESTIONNAIRES
SELF-REPORT --Baseline to Immediate-post
Percent Increase
14 difference
32
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RESULTS--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
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(No Transcript)
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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
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(No Transcript)
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Isnt it time you started walking!
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(No Transcript)
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THE STANDARD MODEL
Reception Processing Response
Behavior
behavior beliefs arg
qualityPLACEMENT elaboration normative
intention BEHAVIOR likelihood
beliefs to act
FREQUENCY cues control beliefs
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Message 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)
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Best 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