Bauman Adrian, Schranz Natasha, Bellew William, Fisher Gabrielle, Krumeich Benjamin, Crozier Alyson J
Level 6, Charles Perkins Centre D17, School of Public Health, Sydney University, Sydney, New South Wales, Australia.
Preventive Health SA (formerly Wellbeing SA), Government of South Australia, Adelaide, South Australia, Australia.
Health Promot J Austr. 2025 Apr;36(2):e923. doi: 10.1002/hpja.923. Epub 2024 Oct 3.
Few population-wide efforts have targeted physical activity in Australia. Mass media campaigns are used to promote physical activity and walking, and World Health Organisation recommends their linkage to broader cross-government initiatives. This project evaluates a South Australian (SA) walking mass media campaign linked to the overall SA Walking Strategy.
Between January and June 2022, Wellbeing SA (a SA government agency) conducted two waves of a mass media campaign, 'A walk can work wonders', to promote walking. The campaign was part of the SA Walking Strategy, targeting the goal to change the 'community culture towards recognising walking' as convenient, affordable and health-promoting. Evaluation was formative (pre-campaign), process (campaign implementation and delivery) and impact. Formative evaluation comprised concept and tagline testing with adult SAs to develop the campaign messages and theme. Process evaluation was comprised of media monitoring of social media, mainstream media and other media monitoring metrics. The process evaluation was dominated by social media marketing in Wave 1, with substantially more paid TV media and radio in Wave 2. The impact evaluation comprised two independent sample surveys of adult SAs (n = 800 each) following each wave of the campaign. Measures included generic and prompted campaign recall and attitudes to physical activity. An independent South Australian Population Health Survey (SAPHS) tracked walking and physical activity behaviours from 2021 to the end of 2022.
Process evaluation showed intensive social media usage in Wave 1, and through increased paid television and radio in Wave 2. Generic recall of any walking message (23.9%) and prompted recall of the specific campaign message (27.8%) reached most socio-demographic groups, especially those with chronic health problems. Increases in intention to increase activity and increased self-reported activity were seen between the campaign Wave 1 and Wave 2 notable as the Wave 2 increase followed substantial television advertising. The SAPHS data showed increased population walking following the campaign waves, compared to the same period in 2021.
Detailed and structured evaluation of a comprehensive mass media campaign showed good reach, and population changes in intentions and walking behaviour amongst SAs. SO WHAT?: It is likely that comprehensive approaches are needed to support mass media campaigns and amplify their effects. Serial, sustained campaigns are needed to monitor ongoing effects.
在澳大利亚，针对全民体育活动的举措很少。大众媒体宣传活动被用于推广体育活动和步行，世界卫生组织建议将其与更广泛的跨政府倡议联系起来。该项目评估了一项与南澳大利亚州（SA）整体步行战略相关的南澳大利亚州步行大众媒体宣传活动。
2022年1月至6月期间，南澳大利亚州福利局（一个南澳大利亚州政府机构）开展了两波“步行能创造奇迹”的大众媒体宣传活动，以推广步行。该活动是南澳大利亚州步行战略的一部分，目标是改变“社区文化，使其认识到步行”既方便、实惠又有益健康。评估包括形成性评估（宣传活动前）、过程评估（宣传活动的实施和开展）和影响评估。形成性评估包括对南澳大利亚州成年人进行概念和标语测试，以制定宣传信息和主题。过程评估包括对社交媒体、主流媒体和其他媒体监测指标的媒体监测。在第一波中，过程评估主要由社交媒体营销主导，在第二波中付费电视媒体和广播大幅增加。影响评估包括在每一波宣传活动后对南澳大利亚州成年人进行的两项独立样本调查（各n = 800）。测量指标包括一般的和提示性的宣传活动回忆以及对体育活动的态度。一项独立的南澳大利亚州人口健康调查（SAPHS）追踪了2021年至2022年底的步行和体育活动行为。
过程评估显示，第一波中社交媒体使用频繁，第二波中付费电视和广播有所增加。对任何步行信息的一般回忆（23.9%）和对特定宣传信息的提示性回忆（27.8%）覆盖了大多数社会人口群体，尤其是那些有慢性健康问题的群体。在宣传活动的第一波和第二波之间，增加活动的意愿和自我报告的活动有所增加，值得注意的是，第二波的增加是在大量电视广告之后。SAPHS数据显示，与2021年同期相比，在宣传活动各波之后该州的步行人数有所增加。
对一项全面的大众媒体宣传活动进行详细而结构化的评估显示，其覆盖面良好，并且南澳大利亚州居民在意图和步行行为方面发生了变化。那又如何？：可能需要综合方法来支持大众媒体宣传活动并扩大其效果。需要连续、持续的宣传活动来监测持续的效果。
