Table 1 Summary input from formative research into campaign planning

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