Evaluation of the national 'Push Play' campaign in New Zealand--creating population awareness of physical activity.
OBJECTIVE
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.
D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008019:Life Style; D009520:New Zealand; D010809:Physical Fitness