Reger-Nash Bill, Fell Patricia, Spicer Deborah, Fisher Brian D, Cooper Linda, Chey Tien, Bauman Adrian
Department of Community Medicine, PO Box 9190, West Virginia University, Morgantown, WV 26506, USA.
Prev Chronic Dis. 2006 Jul;3(3):A90. Epub 2006 Jun 15.
Individuals not engaging in recommended amounts of moderate-intensity physical activity are deemed insufficiently active and are at greater risk of chronic disease. Social marketing strategies may promote positive changes in physical activity levels among insufficiently active individuals.
A quasi-experimental design was used to determine whether the results of a previous communitywide physical activity social marketing campaign conducted in Wheeling, WVa (population, 31,420) could be replicated in the larger community of Broome County, New York (population, 200,536). BC Walks promoted 30 minutes or more of moderate-intensity daily walking among insufficiently active residents of Broome County, New York, aged 40 to 65 years. Promotion activities included paid advertising, media relations, and community health activities. Impact was determined by preintervention and postintervention random-digit-dial cohort telephone surveys in intervention and comparison counties. We assessed demographics, walking behavior, moderate and vigorous physical activity, and campaign awareness.
The paid advertising included 4835 television and 3245 radio gross rating points and 10 quarter-page newspaper advertisements. News media relations resulted in 28 television news stories, 5 radio stories, 10 newspaper stories, and 125 television news promotions. Exposure to the campaign was reported by 78% of Broome County survey respondents. Sixteen percent of Broome County participants changed from nonactive to active walkers; 11% changed from nonactive to active walkers in the comparison county (adjusted odds ratio, 1.71; 95% confidence interval, 0.99-2.95). Forty-seven percent of Broome County respondents reported any increase in total weekly walking time, compared with 36% for the comparison county (adjusted odds ratio, 1.66; 95% confidence interval, 1.14-2.44).
The BC Walks campaign replicated the earlier Wheeling Walks initiative, although increases in walking were smaller in the BC Walks campaign.
未进行推荐量中等强度体育活动的个体被视为运动不足，患慢性病的风险更高。社会营销战略可能会促使运动不足的个体在身体活动水平上发生积极变化。
采用准实验设计，以确定先前在西弗吉尼亚州惠灵市（人口31420）开展的全社区体育活动社会营销活动的结果，能否在纽约州布鲁姆县（人口200536）这个更大的社区中得到复制。“布鲁姆县步行活动”（BC Walks）鼓励纽约州布鲁姆县40至65岁运动不足的居民每天进行30分钟或更长时间的中等强度步行。推广活动包括付费广告、媒体关系和社区健康活动。通过在干预县和对照县进行干预前和干预后的随机数字拨号队列电话调查来确定影响。我们评估了人口统计学特征、步行行为、中等强度和剧烈强度体育活动以及活动知晓度。
付费广告包括4835个电视总收视点、3245个广播总收听点以及10则四分之一版报纸广告。新闻媒体关系带来了28个电视新闻报道、5个广播报道、10个报纸报道以及125次电视新闻宣传。78%的布鲁姆县调查受访者表示接触到了该活动。布鲁姆县16%的参与者从不经常步行转变为经常步行者；对照县这一比例为11%（调整优势比为1.71；95%置信区间为0.99 - 2.95）。47%的布鲁姆县受访者报告每周总步行时间有所增加，而对照县这一比例为36%（调整优势比为1.66；95%置信区间为1.14 - 2.44）。
“布鲁姆县步行活动”重复了早期的“惠灵市步行活动”倡议，尽管“布鲁姆县步行活动”中步行量的增加幅度较小。
