Toolkit and Media Campaign Help Communities Promote Physical Activity

Designing and printing a community marketing/communications tool kit to promote physical activity

From May 2001 through September 2004, the public relations firm Porter Novelli developed a toolkit, Promoting Active Living Communities: A Guide to Marketing and Communication, for community organizing groups, elected and appointed officials and others to use to promote physical activity and environments favorable to physical activity.

Key Results

  • Porter Novelli accomplished the following under the grant:

    • Published 2,000 copies of Promoting Active Living Communities: A Guide to Marketing and Communication. The toolkit includes:
      • A step-by-step approach to planning marketing and communication programs.
      • How to motivate, influence and persuade an audience.
      • Examples from other communication programs.
      • Developing the message and how to be strategic about framing and promoting it with the media.
      • Evaluating communication efforts.
      • Resources for more information and for involving partners.
    • Developed a media campaign and disseminated a press release and audio news release in August 2004 to announce the availability of an online calculator of the cost of physical inactivity. The national media campaign resulted in:
      • Several articles in trade publications, including Biotech Week and Obesity, Fitness & Wellness Week.
      • Reaching 25 million radio listeners in August 2004 through the audio news release.
    • Prepared a fact sheet on the background of the calculator and a user guide.