Assessing the effects of social marketing on physical activity behaviors

International Journal of
Behavioral Nutrition and Physical Activity
(IJBNPA) has
recently published its first
of articles presenting research on how mass communication
and social marketing affect levels of physical activity within a population.

With rising trends in obesity and the associated
health problems, exacerbated by a lack of physical activity, governments are
increasingly keen to address these issues by encouraging us to get active.

The series, ParticipACTION: Baseline research on the resurgence
of Canada’s physical activity social marketing leader
,  focuses on ParticipACTION, a
not-for-profit organization dedicated to inspiring and supporting active living
and sport participation for Canadians. Edited by Adrian Bauman and Mark
Tremblay, the articles address a range of aspects including an assessment of the
of a mass media campaign
designed to inform
parents of the risks associated with inactivity for children and youths.

What are your thoughts on this type of program? Are
government initiatives such as this a viable way to improve public health?

Sally Robertson
Senior Assistant Editor

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