Skip to main content

Table 4 Recommendations for the development of messages from stakeholder consultations

From: Canada’s Physical Literacy Consensus Statement: process and outcome

Factor to be considered Examples from the discussions
Target populations Definition / message should correspond with the audience
Messages for a variety of audiences would be helpful
Language background, age, sector, gender, region, parents, children, funders, culture, social inequities, health equity should all be considered
One definition for within the sector, one for the general public
Have a set definition with interpretations for various populations
Language Plain language
Literacy is a tough word for some people to understand
The term literacy helps to bridge the construct across sectors
Sector-specific messaging / consistency across sectors The “idea” needs to be consistent
Consistency in branding of physical literacy, but message may change based on sector
Success may look different in different sectors
Each sector needs to have a key message
Make the link to benefits / outcomes for specific sectors
General and specific messaging A common definition for a global campaign with tools to talk to specific groups of people
Evidence-based Whatever it is, it needs to be evidence-based
“Feel” of messages Create urgency
The message needs to be powerful
Clearly share “this is what physical literacy is and how you get there”
Use a strength-based approach with message
Use physical literacy as a buzz term
Address embedded beliefs Address the notion that “just get outside” is physical literacy
Format for messages Images would be helpful
Short bullet list of 5–6 key messages that can be picked from with a few key, foundational ones
Develop “elevator talk” messages
Short, sweet bits of information at a time
Process for developing messages Messages should be developed from the top down
Message delivery Would be great to have professional athletes involved in delivering messages
Message ideas Physical literacy is about competence and confidence
Physical literacy enhances health
Physical literacy builds community
Active start / active for life
Physical literacy is lifelong / there is no endpoint
Skills you can see / can you move properly?
Physical literacy is more than just physical activity / fitness
Physical literacy is accessible to all – there are lots of options beyond organized sport or that don’t cost money
Unstructured and structured
Physical literacy is the new social currency – leads to a willingness to try new things
Reaching full potential / being able to participate fully in life