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Table 1 Summary input from formative research into campaign planning

From: The effect a of community-based social marketing campaign on recruitment and retention of low-income groups into physical activity programmes - a controlled before-and-after study

Survey of session participants [16] Focus on attracting local participants required
  Community-developed sessions most successful in terms of participation
  Dance sessions potentially popular approach to increasing participation
  Interest, enjoyment and socialising key to retention
  A mechanism to increase awareness and complement and amplify word of mouth is required
  Current promotional activities largely limited to informational fliers and poster
Interviews with session deliverers and non-participants [15] Levels of awareness of health benefits of exercise are high
  Cost and childcare stated as practical barriers to participation
  Low session awareness amongst the target audience
  Different motivations for activity initiation (weight loss, physical and mental health, fitness) and activity maintenance (fun, interest and sociability)
  Specific social support required by most women to attend organised exercise sessions (attending with a friend)
  Issues of perceived competence particularly in comparison to other session attendees
  Application of exchange theory required to enhance the attractiveness of exercise and increase its priority so combating issues of lack of time