ParticipACTION was a pervasive communication campaign that promoted physical activity in the Canadian population for three decades. According to McGuire’s hierarchy-of-effects model (HOEM), this campaign should influence physical activity through intermediate mediators such as beliefs and intention. Also, when such media campaigns occur, knowledge gaps often develop within the population about the messages being conveyed.
The purposes of this study were to
- determine the current awareness of ParticipACTION campaigns among Canadians;
- confirm if awareness of the ParticipACTION initiative varied as a function of levels of education and household income; and,
- to examine whether awareness of ParticipACTION was associated with physical activity related beliefs, intentions, and leisure-time physical activity (LTPA) as suggested by the HOEM.
Specifically, we tested a model including awareness of ParticipACTION (unprompted, prompted), outcome expectations, self-efficacy, intention, and physical activity status.