Find Thirty ® every day: Getting the right message and getting the message right in a new Western Australian adult physical activity campaign

Abstract

Introduction: Social marketing campaigns are an essential component of comprehensive approaches to increasing physical activity at the population level. Given the high cost of producing advertising materials, extensive formative research is vital in ensuring campaigns are well informed and effective. The Find Thirty® every day adult physical activity campaign was launched in May 2008 as a Heart Foundation initiative funded by the Department of Health, Western Australia. The campaign aims to increase the number of Western Australian adults who are sufficiently active for good health. This paper outlines the formative research process employed in developing that campaign.