The Evolution of a Physical Activity Campaign

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This article describes the process of developing the Pawtucket Heart Health Program moderate-intensity physical activity campaign, Imagine Action, from its pilot, Get Fit. The study took place in Pawtucket, Rhode Island. Focus groups were held to evaluate the pilot and elicit suggestions for the new campaign. Get Fit promoted fitness and Imagine Action promoted moderate-intensity activities. Demographic and qualitative data (N=810) were collected. Eighty percent of Get Fit participants (n=161) were regular exercisers and many valued competition. Observational data from Imagine Action revealed that several of the campaign participants (n=649) were unaccustomed to physical activity. There is evidence from this research that with sufficient pilot work and quantitative and qualitative research, a successful, moderate- intensity physical activity campaign can be developed and widely accepted in a community setting.

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