The short-term effects of a mass reach physical activity campaign: an evaluation using hierarchy of effects model and intention profiles

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Date
2018-11-27
Authors
Berry, T. R.
Rhodes, R. E.
Ori, E. M.
McFadden, K.
Faulkner, G.
Latimer-Cheung, Amy E.
O’Reilly, N.
Spence, J. C.
Tremblay, M. S.
Vanderloo, L. M.
Keyword
Physical activity , Mass media campaigns , Evaluation , Hierarchy of effects , Intention profiles , Post-campaign effects
Abstract
Mass reach physical activity campaigns are designed to deliver physical-activity related messages to a large population across different media including print, television, radio, and websites. Few evaluations have examined the short-term effects of a mass reach campaign on participants who were engaged with the campaign. The current research examined the short-term effects of the ParticipACTION 150 Play List, a mass reach physical activity campaign, on participants who registered with the campaign website.