CDC Launches New Campaign to Increase Physical Activity Among Adults
August 13, 1997
U.S. Newswire via Individual Inc. : WASHINGTON, Aug. 11 /U.S.
Newswire/ -- A new campaign developed by the Centers for
Disease Control and Prevention (CDC) was unveiled today to
promote moderate physical activity among adults.
"This campaign will help more Americans do what they want to
do -- to make regular physical activity a part of their lives," said
U.S. Department of Health and Human Services (HHS) Secretary
Donna E. Shalala. The theme 'It's Everywhere You Go' reinforces
the fact that 30 minutes of moderate physical activity a day five or
more days of the week provide health benefits and fit easily into
normal daily routine.
"You do not have to be a star athlete or join an expensive gym to
receive health benefits from physical activity. This campaign
focuses on the simple ways to add physical activity -- taking the
stairs instead of the elevator or taking a walk with the family
instead of watching a television -- you can fit physical activity in
everywhere you go," said CDC Director David Satcher.
According to Shalala, last year's Surgeon General's Report on
Physical Activity and Health reported that even a moderate
amount of physical activity has significant health benefits, but 60
percent of Americans were not yet moderately active. Millions of
Americans have heard that message and are ready to become
more active. CDC's campaign 'It's Everywhere You Go,' an
initiative based on science, but also responsive to the wants and
needs of consumers, is making positive health messages available
to health professionals, educators, and state and local
communities to help Americans be more active.
Developed for use by health professionals and community leaders
across the nation, the "Physical Activity: It's Everywhere You
Go" campaign is comprised of a marketing kit that includes three
sections: (1) Marketing Strategies for Physical Activity; (2)
Working with the Media; and (3) Developing Physical Activity
Programs and Events. Other components of the kit include
television messages featuring Olympic gold medal speed skater
Dan Jansen, radio ads, and a colorful poster and print ad. By
mid-August, the entire kit will be available on an Internet
homepage.
Most importantly, the kit is designed to assist a broad range of
individuals, including health professionals, educators, and state
and local communities to identify the adults who want to become
physically active and effectively reach them with accurate and
positive messages. According to 1995 market research data,
millions of American adults are thinking about or just starting to
become physically active. By identifying and directing messages
to these adults, the CDC hopes to significantly reduce the risk of
dying from heart disease, and of developing diabetes, high blood
pressure, and colon cancer.
By analyzing market research data as well as conducting focus
groups and interviews, CDC was able to attain a detailed picture
of the intended audience. The surveys revealed that the majority
of the intended audience is 18 to 45 years old, educated,
middle-income, and female. With 71 percent married, 74 percent
employed, and 58 percent with live-in children, it is not surprising
that these adults reported having little time for themselves after
meeting the demands of their families, homes, and jobs.
Two-thirds of this population are trying to lose weight. Few of
them considered themselves rugged or athletic; rather they
described themselves as interesting, friendly, caring, mature, fun,
smart, honest and content.
As a whole, the target group members do not enjoy vigorous
"exercise," describing it as time consuming, physically painful and
boring. On the other hand, they view "physical activity" as fun
and enjoyable and are pleased to learn that it is important to their
health and well-being. Participants believe that internal
motivation, pleasant and manageable activities, support from
family and friends, and convenience would help them become
more physically active.
A variety of other barriers also stand between them and physical
activity. "We learned that even though these adults want to be
physically active, barriers such as long work hours, a lack of
confidence in their athletic ability, safety issues and family
priorities prevent them from achieving their goal," noted Dr. James Marks, director of CDC's National Center for Chronic Disease
Prevention and Health Promotion. "Armed with this knowledge,
we can more effectively address their needs and help them adopt
healthier behaviors."
For more information about physical activity, visit CDC's Website
at http://www.cdc.gov.
------ Note: HHS press releases are available on the World Wide
Web at: http://www.dhhs.gov.