title: MoveU? Assessing a Social Marketing Campaign to Promote Physical Activity.
abstract: OBJECTIVE
  MoveU is a social marketing initiative aimed at increasing moderate-to-vigorous physical activity (MVPA) among undergraduate students. Using the Hierarchy of Effects model (HOEM), this study identified awareness of MoveU and examined associations between awareness, outcome expectations, self-efficacy, intentions, and MVPA.
  
  
  METHODS
  Students (N = 2,784) from a Canadian university in March 2013.
  
  
  METHODS
  A secondary analysis of the National College Health Assessment-II survey and measures specific to the MoveU campaign. The main associations were examined in a path analysis.
  
  
  RESULTS
  MoveU awareness (36.4%) was lower than other well-established university health campaigns. Younger students, females, and individuals living on campus were more likely to be aware of MoveU. The HOEM was supported, and improvements in model fit were evident, with additional direct relationships between outcome expectancy and intention, and between self-efficacy and MVPA.
  
  
  CONCLUSIONS
  The intended population was aware of the campaign. The HOEM was useful in the development and evaluation of the MoveU campaign. Longitudinal studies are needed to further test the efficacy of the HOEM in the social marketing of physical activity.
authors.forename: Tanya M F
authors.initials: TM
authors.lastname: Scarapicchia
authors.forename: Catherine M F
authors.initials: CM
authors.lastname: Sabiston
authors.forename: Michelle
authors.initials: M
authors.lastname: Brownrigg
authors.forename: Althea
authors.initials: A
authors.lastname: Blackburn-Evans
authors.forename: Jill
authors.initials: J
authors.lastname: Cressy
authors.forename: Janine
authors.initials: J
authors.lastname: Robb
authors.forename: Guy E J
authors.initials: GE
authors.lastname: Faulkner
mesh_terms: D000293:Adolescent; D002170:Canada; D015444:Exercise; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008137:Longitudinal Studies; D008297:Male; D015397:Program Evaluation; D040241:Social Marketing; D061108:Social Media / Q000295:instrumentation*; D013334:Students / Q000523:psychology* / Q000706:statistics & numerical data; D014495:Universities / Q000706:statistics & numerical data; D055815:Young Adult
keywords: active living; awareness; females; social marketing; university students