Improving practice and evaluation of physical activity mass media campaigns

Proposed by: Adrian Bauman 1 , Juana Willumsen 2, Robyn Landais 21 School of Public Health, Sydney University, Australia 2 World Health Organization, Geneva (Physical Activity Unit, Department of Health Promotion)Purpose: to increase skills in physical activity mass media campaigns, understanding good practices in planning, delivery and evaluationLearning objectives 1. To understand the role of regional or national mass media campaigns in an overall population physical activity strategy and how they fit into the WHO GAPPA systems approach. 2. To discuss the planning stages and message development phases required for physical activity mass media campaigns. 3. To share examples of effective physical activity campaigns [participants encouraged to bring examples of good campaigns to discuss for 3-5 mins each]; additional good practice physical activity campaigns will be discussed by the workshop presenters. 4. To understand the development of WHO communications toolkit for physical activity, and the aspects of good / recommended practice and evaluationAbstract Mass media campaigns have been used widely in public health and have been used to promote physical activity for over 50 years. The use of campaigns is recommended in the ISPAH ‘8 Best investments for physical activity’ and in the WHO Global Action Plan for Physical Activity but are intended as part of a comprehensive systems approach to promoting physical activity. This workshop will provide an update on bet practices in planning, delivering and evaluating physical activity campaigns, and will introduce the WHO toolkit for good practice in physical activity mass media campaigns, in the context of the WHO strategy on “Tackling NCDs and other recommended interventions”. Workshop participants will discuss examples of campaigns from across the world, as well as recent developments in mass communications, including the use of digital and social media to amplify campaign effects. ======================