Public Health England, UK.
Centre for Exercise, Nutrition and Health Sciences, University of Bristol, UK.
Prog Cardiovasc Dis. 2019 Mar-Apr;62(2):135-139. doi: 10.1016/j.pcad.2019.02.001. Epub 2019 Feb 21.
Public health physical activity (PA) guidelines are failing to increase levels of population PA, requiring a new approach. A national integrated marketing campaign was developed based on published literature and ethnographic research to get inactive lower socioeconomic 40-60 year olds to walk briskly for bouts of 10 or more minutes per day and move towards recommended levels of PA. National and local communications campaigns and partnerships promoted key messages and directed people to a free mobile phone app that provided the user with time, intensity and periodicity of walking, and included goal setting and encouragement to support behaviour change. Campaigns in the summers of 2017 and 2018 achieved around 500,000 downloads of the mobile phone app, with evaluation suggesting increases in brand and app awareness, and those taking action. Active 10 is a promising example of a physical activity promotion campaign based on evidence-based messages tailored for a target audience to change social norms rather than guidelines, an approach recognised as an effective population intervention for increasing walking.
公共卫生体力活动（PA）指南未能提高人群 PA 水平，需要采取新的方法。根据已发表的文献和民族志研究，制定了一项全国性的综合营销活动，旨在让不活跃的、社会经济地位较低的 40-60 岁人群每天快步走 10 分钟或更长时间，并逐渐达到推荐的 PA 水平。国家和地方的宣传活动和合作伙伴关系宣传了主要信息，并引导人们下载一个免费的手机应用程序，该应用程序为用户提供步行的时间、强度和周期性，并包括目标设定和鼓励，以支持行为改变。2017 年和 2018 年夏季的宣传活动吸引了约 50 万人下载该手机应用程序，评估表明品牌和应用程序的知名度以及采取行动的人数有所增加。Active 10 是一个有前途的体力活动推广活动的例子，它基于针对目标受众的循证信息，旨在改变社会规范，而不是指南，这种方法被认为是一种有效的人口干预措施，可以增加步行量。
