+

Effectively Using Mediated Programming

Chapter 10

+Delivery of Interventions

Face-to-face intervention via personal trainer or though a exercise class. Face-to-face interventions are recommended for

individual within the targeted group that experience difficulties

Mediated interventions Mediated interventions reach more people in the

group and have a greater impact on a targeted population group

+Types of Mediated PA Intervention (Marcus, et al, 1998)

Included 200 studies involving a variety of mediated interventions that included: Mass media campaigns at the state and national level TV advertising Radio advertising Telephone Mass media community event Printed materials delivered in the mail Motivated matched print materials Interactive computer system Newsletters Simple slogans Slide presentations DVDs Posters Web

+Types of Mediated Intervention

Mass media (TV, radio, & newspapers) is a supplemental strategy and used in most mediated interventions.

Print materials are popular, cost less and matches the targeted population

Telephone is usually used to check up on the clients

Web is a way to provide information, log exercise, and provide strategies to overcome barriers.

Podcast is another new supplemental strategy used by PFT to motivate clients.

Awareness

Knowledge

Personal relevance

Attitude & Believe

Self-efficacy

Intention

Increase in exercise behavior

Seven Levels of Impact when using Mass Media

+Factors Related to a Successful Mediated Intervention The more media exposure results in higher levels of PA

Memorable campaign slogans and information

Market segmentation (e.g., develop strategies for a specific population)

Personalization strategies (e.g., tailor the information using stage matching)

Target multiple areas of the media not just one!

Target multiple media outlets

Theoretical fidelity (e.g., use proven theories and models when developing a mediated program)

Quality control (e.g., make sure your facts are accurate and important to the targeted population)

+Barriers in Developing Mediated Interventions

High cost of media time

Media is not accessible to the targeted population

Media delivered does not include behavioral strategies, stage matching motivation materials and/or promotion of one’s self-efficacy.

PA activity (e.g., walking or level of exercise) is not meaningful nor develops a greater sense of self.

+Mediated Intervention Example Targeted population was healthy adults (Marcus,

et al 1998)

The purpose was to increase leisure activity, intensity of exercise, or home based exercise

Media used were printed materials, telephone contacts, worksite seminars, information displays, and self-help printed materials

Results: 56% of 105 healthy adults met criteria in a single

mailing Subject receiving telephone contacts increase

significantly in their aerobic ability Better adherence in moderate intensity exercise in

healthy middle aged men

+Mediated Interventions at Worksite and University Example Targeted population was 4,300 people that included

Johnson and Johnson employees; University students, Bank of American retirees, etc.

Purpose was to increase low impact, leisure activity, vigorous activities, or walking

Media used were telephone contacts, weekly exercise class self-help printed materials, and motivationally matched printed materials

Results Increase in vigorous exercise Insurance costs lowered 10% Increase in minutes of PA per week Increase in walking

+Current PA Mediated Campaigns in US by CDC Director’s Physical Activity Challenge

Worksite health promotion program Promote regular, moderate intensity PA based on

Transtheoretical & Social Cognitive model Electronic mail was one of the media sources 3000 (80%) participants reached the moderate

intensity goal

Physical Activity: It’s Everywhere You Go Purpose was 30 minutes of moderate intensity PA per

day Print media and audiovisual marketing kit Used the transtheoretical model; matched motivated

materials

+Effectiveness of Media Based Interventions Mediated programs that target the lower

income, less educated, older, and less socially support population groups were successful. These groups have the lowest activity levels Rarely see their physician Media viewed as less threatening and costly

When comparing the different types of media interventions (e.g., mass media, printed materials) all have the same moderate effect on the targeted population.

+The END