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Evaluating the ParticipACTION "Think Again" Campaign.

Heather L Gainforth1, Jocelyn W Jarvis2, Tanya R Berry3

  • 1University of British Columbia, Kelowna, British Columbia, Columbia heather.gainforth@ubc.ca.

Health Education & Behavior : the Official Publication of the Society for Public Health Education
|September 18, 2015
PubMed
Summary

The "Think Again" campaign improved parental knowledge of physical activity guidelines and awareness of children's activity levels, but did not increase children's physical activity. More strategies are needed for behavior change.

Keywords:
ParticipACTIONhierarchy of effectsmass mediaparentsphysical activity

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Area of Science:

  • Public Health
  • Health Behavior
  • Childhood Physical Activity

Background:

  • The "Think Again" campaign by ParticipACTION aimed to increase parental awareness of children's physical activity (PA) levels compared to national guidelines.
  • Understanding campaign effectiveness is crucial for designing future public health interventions targeting childhood PA.

Purpose of the Study:

  • To evaluate the "Think Again" campaign's impact on parental awareness, knowledge, and behaviors related to children's physical activity.
  • To assess the campaign's effectiveness using the hierarchy of effects model.

Main Methods:

  • Two cohorts of parents (n=702 at T1, n=670 at T2) with children aged 5-11 years were surveyed post-campaign launch.
  • Data analyzed included campaign awareness, knowledge of physical activity guidelines (PAG), outcome expectations, intentions, perceived behavioral control (PBC), and parental support behaviors.

Main Results:

  • Campaign awareness was associated with increased parental knowledge of PAG, higher outcome expectations, stronger intentions to promote PA, and greater parental support behaviors.
  • Parents aware of the campaign showed greater perceived behavioral control (PBC) in influencing their child's PA participation.
  • However, campaign awareness was not significantly associated with children meeting the physical activity guidelines (PAG) at either time point.

Conclusions:

  • The "Think Again" campaign demonstrated marginal effectiveness in enhancing parental knowledge of PAG and creating realistic awareness of children's PA.
  • The campaign did not directly lead to children meeting the physical activity guidelines.
  • Additional, more robust intervention strategies are required to achieve significant and lasting changes in parental behavior and children's physical activity levels.