Local Implementation of Move Your Way-A Federal Communications Campaign to Promote the Physical Activity Guidelines...

Area of Science:

• Public Health
• Health Promotion
• Community Interventions

Background:

• The U.S. Department of Health and Human Services (HHS) launched the "Move Your Way" campaign to increase physical activity nationwide.
• The campaign offers over 80 English and Spanish resources designed for physical activity promotion.
• A community-based implementation strategy was developed to support campaign reach.

Purpose of the Study:

• To evaluate the effectiveness of a community-based implementation strategy for the "Move Your Way" campaign.
• To assess the reach and engagement of the campaign through various community-led initiatives.
• To determine the success of collaboration between federal agencies and local organizations in promoting physical activity.

Main Methods:

• HHS partnered with eight community-based organizations to pilot the campaign.
• A mixed-methods process evaluation was employed.
• Data collection focused on campaign events, partnerships, material distribution, and social media engagement.

Main Results:

• Over 168,000 individuals participated in 55 campaign events and programs.
• More than 37,000 campaign materials were distributed to the public.
• The campaign generated over 72 million social media impressions, indicating significant online reach.

Conclusions:

• The community-based strategy successfully reached the target audience and directed users to campaign resources.
• The adaptability of "Move Your Way" materials facilitated integration into diverse local health initiatives.
• Federal and local organizations can effectively collaborate to advance public physical activity efforts.