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Physical activity interventions using mass media, print media, and information technology
B H Marcus1, N Owen, L H Forsyth
1Center for Behavioral and Preventive Medicine, Miriam Hospital/Brown University School of Medicine, Providence, Rhode Island 02906, USA.
American Journal of Preventive Medicine
|December 5, 1998
Summary
Media-based physical activity interventions show promise, with print and telephone methods proving effective for short-term behavior change. Tailored, frequent contact significantly boosts intervention success, though reaching disadvantaged groups remains a challenge.
Area of Science:
- Public Health
- Health Behavior Change
- Communication Science
Background:
- Media-based physical activity interventions utilize diverse formats like print, audiovisual, and broadcast media.
- Emerging information technology enables personalized, interactive print delivery, potentially increasing intervention efficacy.
- Interventions are informed by established frameworks including Social Cognitive Theory and Social Marketing.
Purpose of the Study:
- To review the effectiveness of media-based interventions for physical activity.
- To identify factors influencing the success of these interventions.
- To highlight areas for future research and development in media-based health promotion.
Main Methods:
- A systematic review of 28 studies on media-based physical activity interventions.
- Studies included mass media campaigns (n=7) and interventions delivered in healthcare, workplace, or community settings (n=21).
Main Results:
- Mass media campaigns had limited impact on physical activity behavior despite high message recall.
- Interventions utilizing print and/or telephone demonstrated short-term effectiveness in behavior modification.
- Higher intervention contact frequency and audience tailoring were associated with greater effectiveness.
Conclusions:
- Effectively reaching socially disadvantaged populations with limited access to new communication technologies is a critical research challenge.
- There is a need for controlled trials comparing various media-based intervention formats and intensities.
- Further research should focus on personalized print, interactive computer-mediated, and web-based delivery formats.