Mass media, both traditional media, like TV and magazines, and “new” media, like Web sites, social networking sites, and text messaging, have enormous potential and power to influence individual behaviors and societal attitudes. Working alone, and in partnership with the other sectors, mass media have much to contribute through the following strategies:
STRATEGY 1
Encourage public health agencies to form partnerships with other
agencies across the eight sectors to combine resources around
common themes in promoting physical activity. VIEW TACTICS
STRATEGY 2
Enact federal legislation to support a sustained physical
activity mass media campaign. VIEW
TACTICS
STRATEGY 3
Develop consistent mass communication messages that promote
physical activity, have a clear and standardized “brand,” and
are consistent with the most current Physical Activity
Guidelines for Americans. VIEW TACTICS
STRATEGY 4
Ensure that messages and physical activity plans developed by
state and local public health agencies and key stakeholders from
the eight sectors are consistent with national messages. VIEW TACTICS
STRATEGY 5
Sequence, plan, and provide campaign activities in a
prospective, coordinated manner. Support and link campaign
messages to community-level programs, policies, and
environmental supports. VIEW TACTICS
STRATEGY 6
Encourage mass media professionals to become informed about the
importance of physical activity and the potential role they can
play in promoting physical activity. VIEW TACTICS
STRATEGY 7
Encourage local, state, and federal public health agencies and
key stakeholders from the eight sectors to integrate into their
physical activity plans and programs Web- and new media-based
physical activity interventions that are supported by evidence. VIEW TACTICS
STRATEGY 8
Expand the definition of media for mediated interventions to
include new and emerging technologies such as global positioning
systems, video gaming, and other technologies. Identify funding
for research to develop evidence that supports or opposes the
use of existing and emerging technologies for increasing
physical activity. VIEW TACTICS