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Physical Activity > Mass Media Campaigns
More Evidence Needed to Determine
Effectiveness of Mass Media Campaigns
in Increasing Physical Activity
Regular physical activity is associated with a healthier, longer life. Physically active people have a lower risk of heart disease, high blood pressure, diabetes, obesity, and some types of cancer. Despite all the benefits of physical activity, most people in this country are sedentary. Given that regular physical activity helps people enjoy better health, an important question is: what strategies work best in helping people become more physically active?
Available studies provide insufficient evidence to determine the effectiveness of mass media campaigns, when used alone, to increase physical activity or improve fitness. This does not mean that these interventions are ineffective, but that additional research is needed to determine their effects. Media campaigns are a component of other effective interventions (see Community- Wide Campaigns) and might provide additional benefits. Until more and better information becomes available, communities might choose to make decisions about the use of education-only programs on grounds other than the evidence found in available studies.
Background on the Interventions
- Mass media campaigns are interventions that address messages about physical activity to large and relatively undifferentiated audiences. The campaigns are designed to increase knowledge, influence attitudes and beliefs, and change behavior. Messages are transmitted using channels such as newspapers, radio, television, and billboards singly or in combination. In this review, interventions that use mass media and include other components (e.g., support groups, risk factor screening and education, and community events) were classified as community-wide campaigns and are discussed elsewhere (see Community- Wide Campaigns).
Publications:
The findings and conclusions in this report have not been formally disseminated by the Centers for Disease Control and Prevention and should not be construed to represent any agency determination or policy.
The Guide to Community Preventive Services (Community Guide) provides recommendations on population-based interventions to promote health and to prevent disease, injury, disability, and premature death, appropriate for use by communities and healthcare systems. For more information about the Community Guide (including links to publications and a variety of resources) see www.thecommunityguide.org and for more information about the physical activity review see www.thecommunityguide.org/pa/.
This information is in the public domain. Copying and disseminating freely is encouraged. However, citation to source is appreciated.
Updated – January 23, 2008
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