Global Strategy on Diet, Physical Activity and Health

Interventions on diet and physical activity: What Works

Mass Media

Characteristics of mass media campaigns for diet and physical activity that have been successful in changing awareness and behaviour include the use of a simple message with frequent exposure. Those that are most likely to be successful are multi-component mass media campaigns on a population basis, accompanied by appropriate “upstream” policy support and “downstream” community-based activities, and usually involve a community participation approach.

However, since there has not been much research on effectiveness of mass media campaigns against chronic NCDs, more evidence is required in a variety of settings and life cycle phases. Further research is also needed to determine whether changes made as a result of such campaigns are sustained post-intervention. The limited knowledge base and data available make comparative analyses and cost-effectiveness research difficult.