“Let’s Talk about Physical Activity”: Understanding the Preferences of Under-Served Communities When Messaging Physical Activity Guidelines to the Public

• Main Authors: James Nobles, Clare Thomas, Zoe Banks Gross, Malcolm Hamilton, Zoe Trinder-Widdess, Christopher Speed, Andy Gibson, Rosie Davies, Michelle Farr, Russell Jago, Charlie Foster, Sabi Redwood
• Format: Article
• Language: English
• Published: MDPI AG 2020-04-01
• Series: International Journal of Environmental Research and Public Health
• Subjects: physical activity; guidelines; communication; qualitative research; messaging; social marketing
• Online Access: https://www.mdpi.com/1660-4601/17/8/2782

Despite many countries having physical activity guidelines, there have been few concerted efforts to mobilize this information to the public. The aim of this study was to understand the preferences of under-served community groups about how the benefits of physical activity, and associated guidelines, can be better communicated to the public. Participatory workshops, co-developed between researchers, a local charity, and a community artist, were used to gather data from four groups in Bristol, UK: young people (<i>n</i> = 17); adults (<i>n</i> = 11); older adults (<i>n</i> = 5); and Somali women (<i>n</i> = 15). Workshop content was structured around the study aims. The community artist and/or the local charity delivered the workshops, with researchers gathering data via observation, photos, and audio-recordings, which were analysed using the framework method. All four groups noted that the benefits of physical activity should be included within any communications efforts, though not restricted to health-related benefits. Language used should be simple and jargon-free; terms such as “sedentary”, “vigorous” and “intensity” were deemed inaccessible, however all groups liked the message “some is good, more is better”. Views about preferred mechanisms, and messenger, for delivering physical activity messages varied both between, and within, groups. Recommendations for those working in physical activity communications, research, and policy are provided.