Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort
Mass media campaigns are part of a comprehensive, population-based approach to communicate physical activity behavior change. Campaign awareness is the most frequently reported, short-term comparable measure of campaign effectiveness. Most mass media campaigns report those who were aware with those...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Taylor and Francis Inc.
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/31837 |
| _version_ | 1848753494803087360 |
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| author | Leavy, Justine Rosenberg, M. Bull, F. Bauman, A. |
| author_facet | Leavy, Justine Rosenberg, M. Bull, F. Bauman, A. |
| author_sort | Leavy, Justine |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Mass media campaigns are part of a comprehensive, population-based approach to communicate physical activity behavior change. Campaign awareness is the most frequently reported, short-term comparable measure of campaign effectiveness. Most mass media campaigns report those who were aware with those who are unaware of campaigns. Few campaigns follow awareness in the same respondent, over time, during a mass media campaign to track different patterns of awareness or awareness profiles—“never,” “early,” “late,” or “always”—that may emerge. Using awareness profiles, the authors (a) address any demographic differences between groups and (b) assess changes in physical activity. Find Thirty every day® was a populationwide mass media campaign delivered in Western Australia. The cohort comprised 405 participants, who completed periodic telephone interviews over 2 years. Almost one third (30.4%) were “never aware” of the campaign. More than one third recalled the campaign at one or more time points—“early aware.” Ten percent became aware at Time 2 and stayed aware of the campaign across the remaining time. Examining within and across the awareness profiles, only gender was significant. This article provides an approach to profiling awareness, whereby people cycle in and out and few people are “always aware” over a 2-year period. It presents possible implications and considerations for future campaign planners interested in establishing and maintaining campaign awareness with adult populations. |
| first_indexed | 2025-11-14T08:25:25Z |
| format | Journal Article |
| id | curtin-20.500.11937-31837 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:25:25Z |
| publishDate | 2014 |
| publisher | Taylor and Francis Inc. |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-318372017-10-02T02:28:15Z Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort Leavy, Justine Rosenberg, M. Bull, F. Bauman, A. Mass media campaigns are part of a comprehensive, population-based approach to communicate physical activity behavior change. Campaign awareness is the most frequently reported, short-term comparable measure of campaign effectiveness. Most mass media campaigns report those who were aware with those who are unaware of campaigns. Few campaigns follow awareness in the same respondent, over time, during a mass media campaign to track different patterns of awareness or awareness profiles—“never,” “early,” “late,” or “always”—that may emerge. Using awareness profiles, the authors (a) address any demographic differences between groups and (b) assess changes in physical activity. Find Thirty every day® was a populationwide mass media campaign delivered in Western Australia. The cohort comprised 405 participants, who completed periodic telephone interviews over 2 years. Almost one third (30.4%) were “never aware” of the campaign. More than one third recalled the campaign at one or more time points—“early aware.” Ten percent became aware at Time 2 and stayed aware of the campaign across the remaining time. Examining within and across the awareness profiles, only gender was significant. This article provides an approach to profiling awareness, whereby people cycle in and out and few people are “always aware” over a 2-year period. It presents possible implications and considerations for future campaign planners interested in establishing and maintaining campaign awareness with adult populations. 2014 Journal Article http://hdl.handle.net/20.500.11937/31837 10.1080/10810730.2013.837560 Taylor and Francis Inc. fulltext |
| spellingShingle | Leavy, Justine Rosenberg, M. Bull, F. Bauman, A. Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort |
| title | Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort |
| title_full | Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort |
| title_fullStr | Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort |
| title_full_unstemmed | Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort |
| title_short | Who Do We Reach? Campaign Evaluation of Find Thirty every day® Using Awareness Profiles in a Western Australian Cohort |
| title_sort | who do we reach? campaign evaluation of find thirty every day® using awareness profiles in a western australian cohort |
| url | http://hdl.handle.net/20.500.11937/31837 |