Effectively Using Mediated Programming

1. Effectively Using Mediated Programming Chapter 10

2. 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

3. 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

4. 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.

5. Awareness Knowledge Seven Levels of Impact when using Mass Media Personal relevance Attitude & Believe Self-efficacy Intention Increase in exercise behavior

6. 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)

7. 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.

8. 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

9. 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

10. 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

11. 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.

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