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Table 2 Final key message codes and the number (%) of baseline and follow-up respondents who gave corresponding responses

From: The short-term effects of a mass reach physical activity campaign: an evaluation using hierarchy of effects model and intention profiles

Code Name

Sample Response

Baseline

N (%)

Follow-up

N (%)

150 Play List/activities

Join the ParticipACTION play list

1133 (14.5)

204 (15.7%)

Canada 150 celebration

It had to do with Canada’s 150th birthday

328 (4.2)

53 (4.1%)

Get active/fit

Getting active, getting involved in activities with others

1841 (23.6)

319 (24.6%)

Get outdoors

Get outside, play, run, sweat

475 (6.1)

93 (7.2%)

Physical activity (specific names)

Sledge hockey, street hockey, dancing

657 (8.4)

119 (9.2%)

Try something new

Try a new sport

308 (3.9)

57 (4.4%)

Location of ad specified

Global morning news

403 (5.2)

71 (5.5%)

Health benefits

Good for your health, heart and mind

432 (5.5)

75 (5.8%)

Affective response

Have fun participating

409 (5.2)

85 (6.5%)

PA recommendations

Get 150 min of physical activity

51 (0.7)

6 (0.5%)

Other advertisements catch phrase

The Hal & Joanne Get Fit commercials are what comes to mind

118 (1.5)

21 (1.6%)

Miscellaneous and irrelevant

Humans are amazing

263 (6.6)

(1.8%)