Optimal messaging of the Canadian 24-Hour Movement Guidelines for Adults aged 18–64 years and Adults aged 65 years and older

Abstract

The Canadian 24-Hour Movement Guidelines for Adults aged 18–64 years and Adults aged 65 years and older (“Guidelines”) integrate recommendations for physical activity, sedentary, and sleep behaviours. Given the novelty of these integrated Guidelines, it was important to consider messaging strategies that would be most effective in reaching Canadian adults. The purpose of this study was to examine optimal messaging of the Guidelines as it pertains to communication channels and messages. Representative samples of Guideline end-users (N = 1017) and stakeholders (N = 877) each completed a cross-sectional survey. Descriptive statistics were calculated along with tests of statistical significance. Inductive content analysis was used to code stakeholders’ comments (i.e., suggestions, concerns) on a draft version of the Guidelines. Most end-users had recently referred to online medical resources; family, friends, and co-workers; and physicians as communication channels for information regarding the movement behaviours. End-users and stakeholders felt that generic messages would foster self-efficacy to meet the Guidelines. Stakeholders highlighted a variety of considerations to ensure the Guidelines are inclusive towards diverse groups within the Canadian population. Findings will inform Guideline messaging. Novelty Most end-users referred to online medical resources; family, friends, and co-workers; and physicians as communication channels. End-users and stakeholders indicated that generic messages would foster self-efficacy to meet the Guidelines. Stakeholders expressed concerns about the inclusivity of the Guidelines for diverse socioeconomic groups.

Perceptions of physical activity and sedentary behaviour guidelines among end-users and stakeholders: a systematic review

“…The SB guideline from Gardner and colleagues [ 40 ] was unique to desk-workers (Supplementary Table 2 ). Of the six articles, four collected responses from original guideline documents, one from an end-user guide [ 33 ], and one from a guidelines draft [ 58 ].…”

“…End-users and stakeholders primarily reported negative feedback regarding the PA guidelines [ 33 , 34 , 51 , 56 , 58 ] and SB guidelines [ 40 , 58 ]. End-users felt that the guidelines were too simplistic [ 33 ] and along with health practitioners, thought they didn’t account for varying abilities, health situations, and socioeconomic status’ of individuals [ 51 , 58 ]. The simplicity resulted in end-users questioning the credibility of the PA and SB guidelines [ 33 , 40 ].…”

“…There were common concerns of the literacy level of the PA and SB guidelines with end-users reporting that certain terms, such as “sedentary”, “vigorous”, “intensity”, “movement”, and “muscle-strengthening” needed to be either removed, modified, or described [ 51 , 58 ]. End-users and stakeholders preferred the message of increasing PA to eventually meet PA and SB guidelines, because evidence exists demonstrating activity levels below such levels will still result in health benefits [ 34 , 51 , 56 , 58 ]. End-users desired messages that motivated, encouraged, and invited people to work towards meeting the guidelines [ 51 , 58 ].…”

Disability, the communication of physical activity and sedentary behaviour, and ableism: a call for inclusive messages

“…", "Chairs are killer's", "Time to take a stand against inactivity", "Get Britain standing", "On your Feet Britain", "Now is the time to get up and get moving! ", "Breaking up with your Chair", and "Swap sitting for moving" [6,7].…”

The Physical Activity Messaging Framework (PAMF) and Checklist (PAMC): International consensus statement and user guide

“…Furthermore, global, and national PA guidelines now also include reference to reducing sedentary behaviour. Indeed, recent 24-h movement guidelines for Canadian adults have faced a new challenge of creating messages not only for PA guidelines, but for integrated guidelines that cover sleep, sedentary behaviour and PA [ 69 ]. Future research may therefore also explore the applicability of the PAMF in creating and guiding evaluation of messages focusing on related health behaviours such as sedentary behaviour and sleep either combined with PA messages or independently.…”