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Strengthen the Evidence for Maternal and Child Health Programs

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Evidence Tools
MCHbest. Physical Activity.

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Strategy. Mass Media Campaigns for Physical Activity

Approach. Use mass media campaigns to help influence a large audience to improve physical activity behavior

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Overview. Mass media campaigns can provide physical activity messages to large and broad audiences using television, social media, radio, billboards, and newspapers and other print media. Most mass media campaigns for physical activity appear to provide better effects for those with lower financial resources compared to those with higher financial resources.[1] These campaigns aim to increase knowledge, influence attitudes and beliefs, and change behavior.[2]

Evidence. Scientifically Rigorous Evidence. Strategies based on scientifically rigorous evidence are proven effective across multiple robust studies. While success is highly likely, local impact may vary. Monitor outcomes and use data to tailor these strategies to the community's unique needs.

Access the peer-reviewed evidence through the MCH Digital Library or related evidence source.

Potential Data Sources. Data to support this strategy can be accessed through:

  • Website and social media analytics
  • Campaign call center/information line logs
  • Media monitoring reports

Outcome Components. This strategy has shown to have impact on the following outcomes (Read more about these categories):

  • Environmental Health. This strategy improves the impact of physical, chemical, and biological factors in the environment on health.
  • Health and Health Behaviors/Behavior Change. This strategy improves individuals' physical and mental health and their adoption of healthy behaviors (e.g., healthy eating, physical activity).

Detailed Outcomes. For specific outcomes related to each study supporting this strategy, access the peer-reviewed evidence and read the Intervention Results for each study.

Intervention Type. Health Teaching (Education and Promotion) (Read more about intervention types and levels as defined by the Public Health Intervention Wheel).

Intervention Level. Community-Focused

Examples from the Field. Access descriptions of ESMs that use this strategy or aligned components.

Sample ESMs. Here are sample ESMs to use as models for your own measures using the RBA framework (see The Role of Title V in Adapting Strategies).

Quadrant 1:
Measuring Quantity of Effort (“What/how much did we do?”)

  • Number of evidence-based messaging strategies incorporated into the mass media campaign. (Assesses adherence to best practices)
  • Number of media channels utilized to reach audience segments. (Evaluates comprehensive outreach approach)

Quadrant 2:
Measuring Quality of Effort (“How well did we do it?”)

  • Percent of campaign materials that meet health literacy standards for clear communication. (Measures adherence to quality standards)
  • Percent of campaign messages that feature representations of active individuals. (Assesses relevance)

Quadrant 3:
Measuring Quantity of Effect (“Is anyone better off?”)

  • Number of partnerships formed with local organizations to amplify and localize campaign messages. (Shows community integration)
  • Number of complementary community-based activities organized to support the media campaign. (Assesses linkages with broader health goals)
  • Number of individuals reporting initiation of new physical activities inspired by the campaign. (Quantifies behavior change)
  • Number of policy proposals introduced to support physical activity, citing campaign data. (Assesses influence on policy environment)

Quadrant 4:
Measuring Quality of Effect (“How are they better off?”)

  • Percent of campaign evaluation metrics that assess impact across different groups. (Ensures focused assessment)
  • Percent of campaign team members who represent key characteristics of the focus population. (Measures comprehensive campaign development)
  • Percent increase in physical activity levels among campaign audience, disaggregated by key characteristics. (Directly evaluates behavior change across subgroups)
  • Percent reduction in gaps in physical activity knowledge and attitudes between different community segments. (Measures improvements in health knowledge)

Note. When looking at your ESMs, SPMs, or other strategies:

  1. Move from measuring quantity to quality.
  2. Move from measuring effort to effect.
  3. Quadrant 1 strategies should be used sparingly, when no other data exists.
  4. The most effective measurement combines strategies in all levels, with most in Quadrants 2 and 4.

Learn More. Read how to create stronger ESMs and how to measure ESM impact more meaningfully through Results-Based Accountability.

References

1 Thomas MM, Phongsavan P, McGill B, O’Hara BJ, Bauman AE. A review of the impact of physical activity mass media campaigns on low compared to high socioeconomic groups. Health Education Research. 2018;33(5):429-446. https://academic.oup.com/her/article/33/5/429/5094486?login=false

2 CG-Physical activity – The Guide to Community Preventive Services (The Community Guide). Physical activity.

This project is supported by the Health Resources and Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS) under grant number U02MC31613, MCH Advanced Education Policy, $3.5 M. This information or content and conclusions are those of the author and should not be construed as the official position or policy of, nor should any endorsements be inferred by HRSA, HHS or the U.S. Government.