E-31 Free Communication/Poster - Intervention Dissemination & Implementation: JUNE 3, 2011 7:30 AM - 12:30 PM: ROOM: Hall B
Mass media campaigns when implemented alone are interventions that focus on the use of mass media channels to deliver messages about physical activity (PA) to large and relatively undifferentiated audiences. The campaigns are designed to increase awareness, knowledge, influence attitudes and beliefs, and change behavior.
PURPOSE: The goal of this systematic review was to determine the effectiveness of stand-alone mass media campaigns to increase PA at the population level as an update on a previous Community Guide review on this topic (Kahn, 2002).
METHODS: The electronic searches for literature published from 1980 to 2009 were conducted in 11 databases and the process of systematically reviewing and evaluating the effectiveness of mass media campaigns to increase PA was done according to the Guide to Community Preventive Services methodology (Briss, 2000).
RESULTS: Of the 267 articles resulting from the literature search, 16 were selected for full abstraction with good or fair quality of execution (8 with greatest suitability of design and 8 single group before-after studies with least suitability design). Campaign effects of PA levels were assessed using a variety of self-report measures with follow-up intervals ranging from 6 weeks to 4 years. Ten studies using comparable outcome measures documented a median absolute increase of 3.4% (interquartile interval: -0.6% to 5.7%) and a median relative increase of 6.7% (interquartile interval: -1.6%, 14.1%) in self-reported PA levels. The remaining 6 studies used different outcome measures: 3 evaluated changes in self-reported time spent in PA (median relative change of 4.4%; range 3.1% to 18.2%) and 3 studies used a single item showed that people were more active after the campaign.
CONCLUSION: Based on the overall results of this updated systematic review that evaluated stand-alone mass media campaigns of varied intensity and duration, targeting varied populations, using diverse control and comparison conditions, and different PA outcome measures, that found modest and inconsistent effects, the Task Force concluded that there is insufficient evidence to determine the effectiveness of stand-alone mass media campaigns to increase PA at the population level.