Since 2003, residents of Omaha, Neb. have been encouraged to increase their physical activity levels. This is as a result of a grant from the Robert Wood Johnson Foundation's Active Living by Design (ALbD) initiative that funded Activate Omaha (AO), a community-wide health initiative.
The core of the initiative was a media campaign—billboards, TV and radio ads, grassroots efforts, and workplace initiatives—to raise awareness of the importance of physical activity in an area where 60 percent of adults are overweight or obese. The 3-year campaign used findings from surveys completed in 2005–2008 to focus subsequent years’ campaigns and leverage additional funding from other foundations and corporations.
Activate Omaha assessed whether residents thought Omaha was a place to lead an active lifestyle; what opportunities and plans they had to be more active; and their awareness of the campaign.