7.3.4. Mass media campaigns

This intervention entails the implementation of a campaign via traditional media (e.g. radio, television and newspapers/magazines) to promote an active lifestyle in the population. The modelled intervention includes two 15-second television paid commercials, as in the mass media campaign to promote physical activity in the state of New South Wales, Australia [Bauman, Bellew, Owen and Vita, 2001 [3]]. In addition, the TV commercials can be combined with some other resources, such as advertisements in printed media, posters, leaflets, postcards, web sites and public relations events, as in the Active For Life campaign in the United Kingdom [Hillsdon et al., 2001 [31]].

According to the available evidence [Goryakin et al., 2017 [22]], within one month of the beginning of the intervention, the mass media campaign results in a 60% increase in the number of people who are considered at least moderately active. This proportion halves by the end of the first year and, then, goes to zero after another two years. In the model, it is assumed that for the less inactive individuals, the probability of moving into the new physical activity category is higher.

The campaign is modelled to cover all adults aged 18 years or older. The intervention runs in six waves, with each wave lasting for three years: between 2020 and 2022; between 2025 and 2027; between 2030 and 2032; between 2035 and 2037; between 2040 and 2042 and between 2045 and 2047. In line with the reviewed evidence, the coverage is assumed to be 100% [Goryakin et al., 2017 [22]], with people repeatedly exposed to the intervention in all waves.

The cost consists only of the programme costs. Almost two-thirds of the cost is for the purchase of broadcasting time for the advertisements on national and local radio and television channels and to produce and distribute flyers and leaflets. The remaining resources are mainly devoted to hiring personnel to design, run and supervise the programme. This cost varies between USD PPP 1.93 and USD PPP 2.18 per capita annually across the countries included in the analysis.