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From Design to Interpretation: Lessons from a Public Health Campaign Promoting Physical Activity

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Title: From Design to Interpretation: Lessons from a Public Health Campaign Promoting Physical Activity
Language: English
Authors: Goodwin, Denise May, Peerbhoy, Denise, Murphy, Rebecca, Stratton, Gareth
Source: Health Education Journal. Sep 2014 73(5):554-565.
Availability: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Peer Reviewed: Y
Page Count: 12
Publication Date: 2014
Document Type: Journal Articles
Reports - Research
Descriptors: Health Promotion, Physical Activities, Surveys, Content Analysis, Foreign Countries, Feedback (Response), Formative Evaluation, Health Behavior, Behavior Change, Visual Aids, Marketing, Interviews
Geographic Terms: United Kingdom (England)
DOI: 10.1177/0017896913508275
ISSN: 0017-8969
Abstract: Objective: Rising inactivity has led to an increase in health promotion campaigns aimed at encouraging healthy behaviour change. While this has become common place, often practices advised by social marketing to maximise effectiveness are overlooked. This study investigates the development and effectiveness of one particular physical activity public health campaign implemented in Liverpool, United Kingdom (UK). A formative evaluation feedback session was included to communicate findings back to key stakeholders to reflect on the experience and identify learning points for future campaigns. Design: Based on a pragmatic paradigm the study was conducted in three parts: (1) campaign designer interview; (2) public on-street survey; and (3) stakeholder formative evaluation feedback session. Setting: The context of this study was Liverpool, UK. Method: Deductive content analysis was guided by key themes of the campaign design, including the poster image, tagline, main text, and overall layout. Results: The design team had aimed for a "tongue in cheek" image and message on which to base the campaign. However, the public survey suggests that the campaign largely failed to translate the proposed message and reach the intended Liverpool population. Formative evaluation feedback highlighted a lack of application of social marketing principles in campaign development, in particular audience targeting and pilot assessment. Conclusion: This study highlights the importance of the inclusion of social marketing principles in the development of health promotion campaigns in an attempt to aid audience understanding and adoption of the desired health behaviour.
Abstractor: As Provided
Number of References: 26
Entry Date: 2014
Accession Number: EJ1037174
Database: ERIC
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  Data: From Design to Interpretation: Lessons from a Public Health Campaign Promoting Physical Activity
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  Data: <searchLink fieldCode="AR" term="%22Goodwin%2C+Denise+May%22">Goodwin, Denise May</searchLink><br /><searchLink fieldCode="AR" term="%22Peerbhoy%2C+Denise%22">Peerbhoy, Denise</searchLink><br /><searchLink fieldCode="AR" term="%22Murphy%2C+Rebecca%22">Murphy, Rebecca</searchLink><br /><searchLink fieldCode="AR" term="%22Stratton%2C+Gareth%22">Stratton, Gareth</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Health+Education+Journal%22"><i>Health Education Journal</i></searchLink>. Sep 2014 73(5):554-565.
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  Data: SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
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  Data: Journal Articles<br />Reports - Research
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  Data: <searchLink fieldCode="DE" term="%22Health+Promotion%22">Health Promotion</searchLink><br /><searchLink fieldCode="DE" term="%22Physical+Activities%22">Physical Activities</searchLink><br /><searchLink fieldCode="DE" term="%22Surveys%22">Surveys</searchLink><br /><searchLink fieldCode="DE" term="%22Content+Analysis%22">Content Analysis</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Feedback+%28Response%29%22">Feedback (Response)</searchLink><br /><searchLink fieldCode="DE" term="%22Formative+Evaluation%22">Formative Evaluation</searchLink><br /><searchLink fieldCode="DE" term="%22Health+Behavior%22">Health Behavior</searchLink><br /><searchLink fieldCode="DE" term="%22Behavior+Change%22">Behavior Change</searchLink><br /><searchLink fieldCode="DE" term="%22Visual+Aids%22">Visual Aids</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Interviews%22">Interviews</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22United+Kingdom+%28England%29%22">United Kingdom (England)</searchLink>
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  Data: 10.1177/0017896913508275
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– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: Objective: Rising inactivity has led to an increase in health promotion campaigns aimed at encouraging healthy behaviour change. While this has become common place, often practices advised by social marketing to maximise effectiveness are overlooked. This study investigates the development and effectiveness of one particular physical activity public health campaign implemented in Liverpool, United Kingdom (UK). A formative evaluation feedback session was included to communicate findings back to key stakeholders to reflect on the experience and identify learning points for future campaigns. Design: Based on a pragmatic paradigm the study was conducted in three parts: (1) campaign designer interview; (2) public on-street survey; and (3) stakeholder formative evaluation feedback session. Setting: The context of this study was Liverpool, UK. Method: Deductive content analysis was guided by key themes of the campaign design, including the poster image, tagline, main text, and overall layout. Results: The design team had aimed for a "tongue in cheek" image and message on which to base the campaign. However, the public survey suggests that the campaign largely failed to translate the proposed message and reach the intended Liverpool population. Formative evaluation feedback highlighted a lack of application of social marketing principles in campaign development, in particular audience targeting and pilot assessment. Conclusion: This study highlights the importance of the inclusion of social marketing principles in the development of health promotion campaigns in an attempt to aid audience understanding and adoption of the desired health behaviour.
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        Value: 10.1177/0017896913508275
    Languages:
      – Text: English
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      – SubjectFull: Physical Activities
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      – SubjectFull: Surveys
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      – SubjectFull: Content Analysis
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      – SubjectFull: Foreign Countries
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      – SubjectFull: Feedback (Response)
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      – SubjectFull: Formative Evaluation
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      – SubjectFull: Health Behavior
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      – SubjectFull: Behavior Change
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      – SubjectFull: Visual Aids
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      – SubjectFull: Marketing
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      – SubjectFull: Interviews
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      – SubjectFull: United Kingdom (England)
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      – TitleFull: From Design to Interpretation: Lessons from a Public Health Campaign Promoting Physical Activity
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