Psych: Public Health Campaigns
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What is a public health campaign?
A mass media campaign that: • Target messages at large audiences • Various modes of delivery
What is the Active for Life campaign?
1996 campaign • 30minutes of moderate intensity physical activity 5 days a week • Aimed to increase knowledge and uptake of new recommendation • Specific priority groups (women 16-24, men 45-55)
What psychological theories may have influenced the Active for Life Campaign?
• Theories of anxiety • Vealey’s model of sports confidence • Self-efficacy theory • Self-determination theory • Achievement goal theory
What is Change4Life?
January 2009 • £75million investment over three years • Social marketing campaign to reduce obesity • Target audience (mothers of 0-11year olds, adults aged 35-64)
What is needed to make a public health campaign successful?
• Long-term, multi component campaigns • Part of a broader story • Use theories of behaviour change • Targeted and tailored