Creating a Moment for Active Living via a Media Campaign
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.
- At the onset, 86 percent of Omahans said they wanted to be part of an active community.
- After year 2 of the campaign, 40 percent of respondents felt there were more opportunities be active than two years previously.
- After year 3, respondents thought Omaha was a “good” or “very good” place for active living; a 14 percent increase from baseline.
- From 2005 to 2007, physical activity increased 20 percent.
American Journal of Preventive Medicine Presents the Evaluation of RWJF's Active Living by Design Program
- 1. Lessons from a Mixed-Methods Approach to Evaluating Active Living by Design
- 2. Capturing Community Change
- 3. Identifying the Role of Community Partnerships in Creating Change to Support Active Living
- 4. Assessment for Active Living
- 5. Evaluation of Physical Projects and Policies from the Active Living by Design Partnerships
- 6. Programs and Promotions: Approaches by 25 Active Living by Design Partnerships
- 7. Active Living by Design: Sustainability Strategies
- 8. Concept Mapping: Priority Community Strategies to Create Changes to Support Active Living
- 9. Evaluation of Active Living by Design
- 10. Evaluation Results from an Active Living Intervention in Somerville, Massachusetts
- 11. Bike, Walk, and Wheel
- 12. A Walking School Bus Program
- 13. Creating a Moment for Active Living via a Media Campaign
- 14. Isanti County Active Living
- 15. Using a Bicycle-Pedestrian Count to Assess Active Living in Downtown Wilkes-Barre
- 16. Active Living by Design's Contributions to the Movement
- 17. Healthy People and the Design Sciences
- 18. Active Living by Design and Its Evaluation
- 19. A Mixed-Methods Evaluation of School-Based Active Living Programs