Does Neighbourhood Walkability Moderate the Effects of Mass Media Communication Strategies to Promote Regular Physical Activity?
In the Perth, Australia metropolitan area, the effects of mass media campaigns to promote physical activity were evaluated. The authors examined the cognitive and behavioral impacts pre- and post-campaign among respondents in high versus lower walkable neighborhoods.
Cross-sectional telephone surveys were conducted to assess viewership in the prior three months and comprehension of the primarily television campaign called: Find Thirty every day®. Respondents self-reported physical activity levels. A recreational walkability index was calculated for the neighborhoods.
- Higher cognitive impacts were observed in the more walkable neighborhoods post-campaign suggesting that those living in environments conducive to walking may be more affected by mass media physical activity campaigns.
Successful statewide campaigns should include strategies to prioritize areas of low walkability and communicate environmental opportunities in the area such as local recreational parks.
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