TY - JOUR
T1 - “Let’s Talk about Physical Activity”
T2 - Understanding the Preferences of Under-Served Communities when Messaging Physical Activity Guidelines to the Public
AU - Nobles, James
AU - Thomas, Clare
AU - Gross, Zoe Banks
AU - Hamilton, Malcolm
AU - Trinder-Widdess, Zoe
AU - Speed, Christopher
AU - Gibson, Andy
AU - Davies, Rosie
AU - Farr, Michelle
AU - Jago, Russell
AU - Foster, Charlie
AU - Redwood, Sabi
PY - 2020/4/17
Y1 - 2020/4/17
N2 - Despite many countries having physical activity guidelines, there have been few concerted efforts to mobilize this information to the public. The aim of this study was to understand the preferences of under-served community groups about how the benefits of physical activity, and associated guidelines, can be better communicated to the public. Participatory workshops, co-developed between researchers, a local charity, and a community artist, were used to gather data from four groups in Bristol, UK: young people (n = 17); adults (n = 11); older adults (n = 5); and Somali women (n = 15). Workshop content was structured around the study aims. The community artist and/or the local charity delivered the workshops, with researchers gathering data via observation, photos, and audio-recordings, which were analysed using the framework method. All four groups noted that the benefits of physical activity should be included within any communications efforts, though not restricted to health-related benefits. Language used should be simple and jargon-free; terms such as “sedentary”, “vigorous” and “intensity” were deemed inaccessible, however all groups liked the message “some is good, more is better”. Views about preferred mechanisms, and messenger, for delivering physical activity messages varied both between, and within, groups. Recommendations for those working in physical activity communications, research, and policy are provided.
AB - Despite many countries having physical activity guidelines, there have been few concerted efforts to mobilize this information to the public. The aim of this study was to understand the preferences of under-served community groups about how the benefits of physical activity, and associated guidelines, can be better communicated to the public. Participatory workshops, co-developed between researchers, a local charity, and a community artist, were used to gather data from four groups in Bristol, UK: young people (n = 17); adults (n = 11); older adults (n = 5); and Somali women (n = 15). Workshop content was structured around the study aims. The community artist and/or the local charity delivered the workshops, with researchers gathering data via observation, photos, and audio-recordings, which were analysed using the framework method. All four groups noted that the benefits of physical activity should be included within any communications efforts, though not restricted to health-related benefits. Language used should be simple and jargon-free; terms such as “sedentary”, “vigorous” and “intensity” were deemed inaccessible, however all groups liked the message “some is good, more is better”. Views about preferred mechanisms, and messenger, for delivering physical activity messages varied both between, and within, groups. Recommendations for those working in physical activity communications, research, and policy are provided.
KW - physical activity
KW - guidelines
KW - communication
KW - qualitative research
KW - messaging
KW - social marketing
UR - https://www.mdpi.com/1660-4601/17/8/2782
U2 - 10.3390/ijerph17082782
DO - 10.3390/ijerph17082782
M3 - Article (Academic Journal)
C2 - 32316591
SN - 1661-7827
VL - 17
JO - International Journal of Environmental Research and Public Health
JF - International Journal of Environmental Research and Public Health
IS - 8
M1 - 2782
ER -