{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,28]],"date-time":"2026-02-28T04:56:13Z","timestamp":1772254573139,"version":"3.50.1"},"reference-count":39,"publisher":"MDPI AG","issue":"21","license":[{"start":{"date-parts":[[2020,11,2]],"date-time":"2020-11-02T00:00:00Z","timestamp":1604275200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IJERPH"],"abstract":"<jats:p>To raise perceived capability (C), opportunity (O) and motivation (M) for physical activity (PA) behaviour (B) among adults, the Portuguese Directorate-General of Health developed a mass media campaign named \u201cFollow the Whistle\u201d, based on behaviour change theory and social marketing principles. Comprehensive formative and process evaluation suggests this media-led campaign used best-practice principles. The campaign adopted a population-wide approach, had clear behavioural goals, and clear multi-strategy implementation. We assessed campaign awareness and initial impact using pre (n = 878, 57% women) and post-campaign (n = 1319, 58% women) independent adult population samples via an online questionnaire, comprising socio-demographic factors, campaign awareness and recall, and psychosocial and behavioural measures linked to the COM-B model. PA was assessed with IPAQ and the Activity Choice Index. The post-campaign recall was typical of levels following national campaigns (24%). Post-campaign measures were higher for key theory-based targets (all p &lt; 0.05), namely self-efficacy, perceived opportunities to be more active and intrinsic motivation. The impact on social norms and self-efficacy was moderated by campaign awareness. Concerning PA, effects were found for vigorous activity (p &lt; 0.01), but not for incidental activity. Overall the campaign impacted key theory-based intermediate outcomes, but did not influence incidental activity, which highlights the need for sustained and repeated campaign efforts.<\/jats:p>","DOI":"10.3390\/ijerph17218062","type":"journal-article","created":{"date-parts":[[2020,11,2]],"date-time":"2020-11-02T09:04:46Z","timestamp":1604307886000},"page":"8062","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["\u201cFollow the Whistle: Physical Activity Is Calling You\u201d: Evaluation of Implementation and Impact of a Portuguese Nationwide Mass Media Campaign to Promote Physical Activity"],"prefix":"10.3390","volume":"17","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4734-0283","authenticated-orcid":false,"given":"Marlene Nunes","family":"Silva","sequence":"first","affiliation":[{"name":"Programa Nacional para a Promo\u00e7\u00e3o da Atividade F\u00edsica, Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"},{"name":"Faculdade de Educa\u00e7\u00e3o F\u00edsica e Desporto, CIDEFES, Universidade Lus\u00f3fona de Humanidades e Tecnologias, 1749 Lisbon, Portugal"},{"name":"CIPER, Faculdade de Motricidade Humana, Universidade de Lisboa, 1495 Cruz Quebrada Dafundo, Portugal"}]},{"given":"Cristina","family":"Godinho","sequence":"additional","affiliation":[{"name":"Programa Nacional para a Promo\u00e7\u00e3o da Atividade F\u00edsica, Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"},{"name":"Cat\u00f3lica Research Centre for Psychological\u2014Family and Social Wellbeing, Universidade Cat\u00f3lica Portuguesa, 1649 Lisbon, Portugal"}]},{"given":"Marta","family":"Salavisa","sequence":"additional","affiliation":[{"name":"NOVA National School of Public Health, Universidade NOVA de Lisboa, 1099 Lisbon, Portugal"}]},{"given":"Katherine","family":"Owen","sequence":"additional","affiliation":[{"name":"School of Public Health and Charles Perkins Centre, The University of Sydney, Camperdown, NSW 2050, Australia"}]},{"given":"Rute","family":"Santos","sequence":"additional","affiliation":[{"name":"Programa Nacional para a Promo\u00e7\u00e3o da Atividade F\u00edsica, Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"},{"name":"Research Centre in Physical Activity and Health, Faculty of Sport, University of Porto, 4200 Porto, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9464-7064","authenticated-orcid":false,"given":"Catarina Santos","family":"Silva","sequence":"additional","affiliation":[{"name":"Programa Nacional para a Promo\u00e7\u00e3o da Atividade F\u00edsica, Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"},{"name":"CIPER, Faculdade de Motricidade Humana, Universidade de Lisboa, 1495 Cruz Quebrada Dafundo, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3806-438X","authenticated-orcid":false,"given":"Romeu","family":"Mendes","sequence":"additional","affiliation":[{"name":"Programa Nacional para a Promo\u00e7\u00e3o da Atividade F\u00edsica, Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"},{"name":"EPIUnit\u2014Instituto de Sa\u00fade P\u00fablica, Universidade do Porto, 4050 Porto, Portugal"}]},{"given":"Pedro J.","family":"Teixeira","sequence":"additional","affiliation":[{"name":"Programa Nacional para a Promo\u00e7\u00e3o da Atividade F\u00edsica, Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"},{"name":"CIPER, Faculdade de Motricidade Humana, Universidade de Lisboa, 1495 Cruz Quebrada Dafundo, Portugal"}]},{"given":"Gra\u00e7a","family":"Freitas","sequence":"additional","affiliation":[{"name":"Dire\u00e7\u00e3o-Geral da Sa\u00fade, 1049 Lisbon, Portugal"}]},{"given":"Adrian","family":"Bauman","sequence":"additional","affiliation":[{"name":"School of Public Health and Charles Perkins Centre, The University of Sydney, Camperdown, NSW 2050, Australia"}]}],"member":"1968","published-online":{"date-parts":[[2020,11,2]]},"reference":[{"key":"ref_1","unstructured":"European Commission (2018). 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