Awareness of ParticipACTION among Canadian adults: a seven-year cross-sectional follow-up

Abstract

Introduction: In this cross-sectional follow-up study, we explored Canadian’s awareness of ParticipACTION and their levels of physical activity (PA) after seven years of campaigns. Methods: A population-based survey was conducted with 7282 adults over a period of 14 months from February 2014 to May 2015. The survey consisted of questions on the 2014-2015 Physical Activity Monitor relating to awareness and knowledge of ParticipACTION. Weighted logistic models were constructed to examine whether awareness was associated with PA-related beliefs, intentions, and leisure time physical activity (LTPA). Results: Approximately 20% of Canadians reported unprompted awareness of ParticipACTION and 82% reported prompted awareness. Education, income, and having children were significant correlates of awareness among Canadians. The adjusted odds of people being aware of ParticipACTION (prompted & unprompted) were greater if they were more educated (OR = 1.57, 95% CI: 1.04–2.39; OR = 2.00, 95% CI: 1.24–3.24), reported higher income (OR = 3.92, 95% CI: 2.35–6.53; OR = 2.29, 95% CI: 1.44–3.62), and had children (OR = 1.93, 95% CI: 1.40–2.66; OR = 1.70, 95% CI: 1.26–2.30). Furthermore, awareness of ParticipACTION was positively associated with outcome expectations and self-efficacy, and negatively associated with LTPA status. Conclusion: Levels of unprompted awareness of ParticipACTION are higher than previously reported and, in comparison to active Canadians, inactive Canadians are more likely to be aware of the organization. Given that it had primarily targeted parents of inactive children over the past seven years, it appears the organization has been partially effective in achieving its communication goals.

Keywords

• mass media, physical activity, self-efficacy, behaviour change