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Campaign Results

Earned Media
TV news stories
76
Radio news stories
48
Newspaper articles (23--Front Page)
49
TV/ Radio interviews / promotions
33
USA Today article w/ pix
1

Behavior Observations
Web site hits
1,530
Projected Participants
1,000
Actual Participants
2,248
Projected
Logged Mile
25,000
Actual
Logged Mile
28,827
Projected
Worksites
5
Actual
Worksites
40
Questionnaire Results
Knew about campaign
90%
Saw TV ads
77%
Heard Radio ads
33%
Saw or heard news stories
81%
Heard about campaign:
- at worksite
5%
- via faith-based programs
4%
- via speakers
4%
Doctors recommending physical activity
30%
Doctors not recommending physical activity
70%
 
Change in walking behavior in intervention and comparison communities in WHEELING WALKS media-based physical activity campaign, 4/17- 7/ 9, 2001
CRITERION Telephone Survey / Self-report
Community
WHEELING
Comparison
Walking 30 minutes or more a day, at least 5 days a week 32.2% 18%
Difference
14.2%










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