Formative Research to Develop a Mass Media Campaign to Increase Physical Activity and Nutrition in a Multiethnic State

Jay E. Maddock · Alice Silbanuz · Bill Reger-Nash

42 citations0/0 files storedJournal of Health Communication

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Media Influence and Health Physical Activity and Health Behavioral Health and Interventions

Abstract

Poor nutrition and physical inactivity are the second leading causes of preventable morbidity and mortality in the United States. Mass media campaigns have tremendous promise for reaching large segments of the population to influence these behaviors. There is still insufficient evidence in the literature, however, to recommend mass marketing campaigns for physical activity and nutrition. Successful mass media campaigns should have a formative research base that includes conducting preproduction research with the target audience, using theory as a conceptual foundation of the campaign, segmenting the audience into meaningful subgroups, and using a message approach that is targeted to and likely will be effective with the audience segment. In this study, these formative research steps were addressed to develop a mass media campaign based on the Theory of Planned Behavior to increase physical activity and fruit and vegetable consumption in 35-55-year-old adults in the state of Hawaii. For the walking campaign, our results identified time, a control belief, as the major barrier. For fruits and vegetable, the data suggested social norm (if others around me ate them) and control (if they were available). These data then were used to develop a mass media campaign based on these principals.

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References

2006A 10-Year Retrospective of Research in Health Mass Media Campaigns: Where Do We Go From Here?2001Public Communication Campaigns 2013International Journal of Behavioral Medicine 1995The predictive capacity of the theory of reasoned action and the theory of planned behavior in exercise research: An integrated literature review 2001Formative Evaluation Research in Campaign Design 2003Explaining fruit and vegetable consumption: the theory of planned behaviour and misconception of personal intake levels 2006Integrating the Perceived Neighborhood Environment and the Theory of Planned Behavior When Predicting Walking in a Canadian Adult Sample 1999Attitudes and exercise adherence: Test of the Theories of Reasoned Action and Planned Behaviour

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