by BJSM Social Media Editors Chloë Williamson and Jennifer Duncan
The days are short, the pavements are treacherous, and cosying up on the sofa seems particularly appealing at this time of year. As a result, many people may find themselves lacking the motivation, energy, confidence or desire to get out and get moving. This means that we (physical activity advocates) need to make physical activity as appealing as possible. One way we can do this is through physical activity messaging.
Why aren’t people Walkin’ Around the Christmas Tree?
Physical activity guidelines (and subsequent messages) to date have largely focused on long-term prevention of disease and premature mortality, despite there being a lack of theory or evidence to support this approach. In a previous blog, we discussed the role of messaging in improving population physical activity levels. Notably, we highlighted the idea that what is important to us (as healthcare professionals, policymakers and researchers in the field of public health), is not necessarily what is important to the general public. Of course, many individuals may value their long term health and may be interested in reducing their risk of non-communicable disease later in life. But is this the most effective way to change how people feel and act relating to physical activity in the short-term (particularly during the festive period)?
How can we encourage Stepping Into Christmas?
Findings from a review of physical activity messaging identified that messages should highlight the benefits of physical activity (rather than the consequences of inactivity). Specifically, evidence from this review supports the communication of shorter term benefits. Following this scoping review, the Physical Activity Messaging Framework was developed and has since applied this in two studies to explore messaging preferences in specific population subgroups. This ongoing research is increasingly supporting the promotion of short-term benefits of physical activity (which largely relate to mental and social health). This approach, in line with behavioural science and social marketing, would see messages that convey what people can gain from being physically active almost immediately, as opposed to what benefits or consequences they may experience further down the line.
The Physical Activity Messaging Framework highlights the importance of considering context and what is important to the target audience at that time. It is quite possible that risk of cardiovascular disease, cancer and diabetes are not the most important considerations for the general public over the holiday season. Perhaps they would care more about benefits such as relaxing, spending time with loved ones, feeling refreshed, and reducing feelings of stress. We therefore believe there is a need to rethink how we communicate with the public about physical activity over the winter months.
Call to action
We are calling on colleagues to use the growing evidence base, including the Physical Activity Messaging Framework to aid development of physical activity messages. A practitioner-friendly guide drawing on principles of the Framework is available here. Furthermore, we have developed an infographic including ‘Twelve Messages of Christmas’ to use during this festive period (and beyond). We ask that colleagues consider using and sharing these messages where they can and wish to!
