The Long Live Kids campaign: awareness of campaign messages |
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Authors: | Faulkner Guy E J Kwan Matthew Y W MacNeill Margaret Brownrigg Michelle |
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Affiliation: | University of Toronto, Ontario, Canada. guy.faulkner@utoronto.ca |
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Abstract: | Media interventions are one strategy used to promote physical activity, but little is known about their effectiveness with children. As part of a larger evaluation, the purpose of this study was to assess the short-term effect of a private industry sponsored media literacy campaign, Long Live Kids, aimed at children in Canada. Specifically, we investigated children's awareness of the campaign and its correlates. Using a cohort design, a national sample (N?=?331, male?=?171; mean age?=?10.81, SD?=?0.99) completed a telephone survey two weeks prior to the campaign release, and again 1 year later. Only 3% of the children were able to recall the Long Live Kids campaign unprompted and 57% had prompted recall. Logistic regression found family income (Wald χ(2)?=?11.06, p?.05), and free-time physical activity (Wald χ(2)?=?5.67, p?.01) significantly predicted campaign awareness. Active children (≥3 days/week) were twice as likely to have recalled the campaign compared with inactive children (<3 days/week), whereas children living in high-income households (>$60,000/yr) were between 3.5 to 5 times more likely to have campaign recall compared with children living in a low-income households (<$20,000/yr). These findings suggest that media campaigns developed by industry may have a role in promoting physical activity to children although our findings identified a knowledge gap between children living in high- and low-income households. Future research needs to examine how children become aware of such media campaigns and how this mediated information is being used by children. |
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