Assessing the effectiveness of a community-based media campaign targeting physical inactivity

The goal of this study was to develop, implement, and evaluate a community-based effort addressing the problem of physical inactivity. Using Prochaska's Transtheoretical Model as a guide, community members developed television and worksite media messages focusing on the benefits and barriers of physical activity and on increasing self-efficacy. The media campaign was effective in changing perceived barriers, perceived benefits, and self-efficacy surrounding physical activity and had an unexpected effect of changing behavior. It was reasoned that the success of the campaign might have been because of its unique local flavor. Seeing local community members participate in physical activity may motivate people to comply with the media messages.