Background: The LiveLighter® Move More digital media campaign ran in early 2024 to encourage greater participation in physical activity amongst 25-64-year-olds by increasing awareness of the benefits of doing more exercise. The campaign included real people talking about what motivates them to exercise, ranging from getting fit, to social connection, to improving mental health.
Methods: A repeated cross-sectional study design included a pre-campaign (n=404) and post-campaign online survey (n=408). Multivariable logistic regression models tested for differences between pre-and post-campaign (primary analysis), and between those aware versus not aware of the campaign at post-campaign (secondary analysis). Models adjusted for demographic variables and data was post-weighted to population benchmarks.
Results: Primary Analysis: Compared to pre-campaign, respondents at post-campaign were significantly more likely to agree that being more active improves physical health (54% cf. 66%), increases fitness (52% cf. 62%) and strength (47% cf. 57%), improves mood (42% cf. 51%) and helps manage stress (43% cf. 51%). They were also more likely to meet the Australian individual guidelines for moderate activity (46% cf. 53%). Secondary Analysis: Compared to respondents with no campaign awareness, those with awareness were significantly more likely to agree that being more physically active leads to several benefits e.g., improves mental health (49% cf. 64%); form intentions to be more physically active and less sedentary e.g., sit less over the next week (34% cf. 50%); and be more physically active e.g., meet Australian physical activity guidelines (27% cf. 43%).
Conclusions: There was evidence when combining primary and secondary analyses that the Move More campaign was effective in positively impacting respondents’ knowledge of the benefits of being physically active, intentions to be less sedentary and more physically active, and their physical activity levels. This is encouraging given the potential benefits of increasing physical activity for obesity prevention and public health.