“Let’s Talk about Physical Activity”: Understanding the Preferences of Under-Served Communities when Messaging Physical Activity Guidelines to the Public

James Nobles, Clare Thomas, Zoe Banks Gross, Malcolm Hamilton, Zoe Trinder-Widdess, Christopher Speed, Andy Gibson, Rosie Davies, Michelle Farr, Russell Jago, Charlie Foster and Sabi Redwood
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James Nobles: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Clare Thomas: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Zoe Banks Gross: Knowle West Media Centre, Bristol, Bristol BS4 1NL, UK
Malcolm Hamilton: Mufti Games, Bristol BS5 6JL, UK
Zoe Trinder-Widdess: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Christopher Speed: Centre for Exercise, Nutrition and Health Sciences, School for Policy Studies, University of Bristol, Bristol BS8 1TH, UK
Andy Gibson: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Rosie Davies: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Michelle Farr: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Russell Jago: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
Charlie Foster: Centre for Exercise, Nutrition and Health Sciences, School for Policy Studies, University of Bristol, Bristol BS8 1TH, UK
Sabi Redwood: The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK

IJERPH, 2020, vol. 17, issue 8, 1-17

Abstract: 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.

Keywords: physical activity; guidelines; communication; qualitative research; messaging; social marketing (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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