G-40 Free Communication/Poster - Aquatics

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Research suggests that targeted mass media campaigns can be extremely effective at raising awareness and potentially improving short-term behavior change in areas such as nutrition and physical activity (Wakefield, Loke & Hornik, 2010; James & Cinelli, 2003). Current research links gestational overweight/obesity and adverse effects on offspring, including subsequent childhood obesity (Schack-Niesen et al 2010; Ludwig & Currie, 2010). Physical activity (PA) is considered to be a primary modifiable factor of weight gain during pregnancy with practitioners playing an instrumental role for perinatal women. PURPOSE: To evaluate the effectiveness of a physical activity media campaign among perinatal women to increase PA levels, intention, and knowledge. METHODS: The study employed a quantitative, quasi-experimental, control comparison research design at OBGYN offices, in which one office was exposed to a social media campaign (intervention, n=174) while another office served as a control (n=151). After six months, three measures were given to all participants: IPAQ for physical activity levels, Stages of Change Transtheoretical Model for behavioral intention, and an instrument to determine physical activity knowledge specific to maternal health. RESULTS: The majority of participants were Caucasian (n=207, 63.69%), pregnant (n=167, 51.38%) living in a rural area (n=121, 67.69%). ANOVA and Chi Square analyses determined significant differences of perinatal physical activity, behavioral intention, and PA knowledge by group. Perinatal women exposed to the social media campaign were statistically more likely to: participate in vigorous exercise and strength training (p<0.05), be in the later stages of change (p=0.006), and have more knowledgeable about physical activity (p=0.014). CONCLUSIONS:This study supported the hypothesis that a social media campaign targeting physical activity implemented within OBGYN offices can significantly increase exercise level, intention, and knowledge among perinatal women. Duplication of this campaign to other geographical areas to determine similar impact may be warranted. Support by Rural Health Research Institute, GSU Seed Grant.