Evaluation of the national 'Push Play' campaign in New Zealand--creating population awareness of physical activity

Abstract

Aims: Physical inactivity is considered to be as detrimental to public health as hypertension or tobacco use, but there is limited evidence on the impact of community-wide interventions in this area. This paper describes the impact of an initiative to increase physical activity at a population level in New Zealand.

Methods: A media-led, community-wide intervention campaign was initiated by the Hillary Commission (now SPARC, Sport and Recreation New Zealand). The 'Push Play' campaign recommended 30 minutes of daily, moderate-intensity physical activity as fun, part of community life, and easy to achieve for New Zealand adults. In addition, there were community-level and primary care supporting programmes and events. Annual cross-sectional population surveys (1999-2002) monitored the impact of the campaign on message awareness, recognition of the Push Play logo, intention to be active, and recent activity.

Results: There were substantial increases in awareness of the Push Play message (30% in 1999 to 57% in 2002, p <0.001), and of the Push Play logo (14% to 52%, p <0.001). There were significant increases in the numbers of adults who intended to be more active (1.8% in 1999 to 9.4% in 2002). No sustained changes in physical activity levels were seen in these Push Play serial evaluation surveys, with 38.6% of the 1999 sample reporting 5+ days activity per week, increasing to 44.5% in 2000, but declining to 38.0% in 2002. The only significant difference in physical activity levels occurred from 1999 to 2000 (difference 5.8%, 95% CI 0.1%-11.6%). In an unrelated, much larger population survey, a 3% increase in physical activity participation was noted among adults between 1997 and 2001.

Conclusions: The national Push Play campaign resulted in increases in message recognition and in intention to become more active. If sustained, efforts like this may have a long-term impact on adult activity patterns, leading to improved health outcomes and reduced health costs.