Mission: To make health a top priority for everyone in Northern Ireland.

Primary target group:
Women aged 25–44, particularly mothers with children aged 11 years and younger.

Objectives:

• to raise awareness of the health benefits of regular moderate physical activity;

• to increase awareness of the recommendation that adults should take at least 30 minutes cumulative physical activity on 5 or more days of the week;

• to encourage a more positive attitude towards, and increase participation in, physical activity. 
   

Background:
Physical activity data from the Northern Ireland health and social wellbeing survey 2001 was used to inform the development of the 2006 campaign.

The survey indicated that while most people find excuses, or have barriers, to doing physical activity, women in general tended to perceive more barriers to exercise than men. Being too busy, too tired to exercise or lacking in motivation to exercise were particularly evident in survey results. The findings of the survey helped identify the target audience for the 2006 physical activity public information campaign.

Many women hold down busy jobs, are responsible for childcare and run a household. The main barriers to activity reported by them were:

• being too busy;
• not having enough time;
• having family obligations;
• being too tired.

The campaign:
All elements of the campaign were branded with the ‘Get a life, get active’ slogan.

A television advertisement entitled ‘Every small step is a forward step’ was produced to promote the message that 30 minutes of moderate physical activity on 5 or more days of the week helps protect health and showed ways to fit this into a busy day. Three advertising concepts were pretested with the target audience before the final ad was selected.

Click here to view the 'Every small step is a forward step' television advert

This television advertisement was broadcast on UTV and Channel 4 for four weeks in February 2006, January 2007 and February 2008.

During February 2006 a health magazine called new you was developed as part of the campaign. The magazine included features on a range of health issues of interest to women such as nutrition, weight control and recipes as well as celebrity tips and competitions. The magazine was distributed to members of the public as an insert in two regional newspapers – the Irish News and News Letter. It was also distributed to hairdressing salons, GP surgeries and dental surgeries. An A3 poster was also produced and issued to GP surgeries. The poster promotes the message that 30 minutes of moderate physical activity on 5 or more days of the week helps to protect health.

A new website, www.getalifegetactive.com was also developed. The website provides information about physical activity and gives details of where to find information on local events that people can join to help them increase their activity levels.

Step counters were branded with the ‘Get a life, get active’ slogan and the www.getalifegetactive.com web address and were provided free to the first 1,000 members of the public to request them via the website or the reply slip in New you magazine. The step counter was issued as part of a pack that included a user’s guide entitled Step this way for better health, and the information leaflets Go walking, and Get a life, get active. The Step this way for better health leaflet includes information on how to build up to the recommended 10,000 steps a day and a daily step log to help users to record their progress.

Supplies of New you magazine, the Get a life, get active leaflet, the Go walking leaflet and the poster are available from the central health promotion resource services at local health and social care trusts.

During January 2007 the campaign also included bus and Adshel advertisements. The first advertisement ‘Hop off early’ promoted getting off the bus a stop early and walking, while the second advertisement ‘Walk to school’ suggested parents walk their children to school rather than drive.

The 2007 campaign also included a competition to win ‘Get a life, get active’ branded step counters with Downtown Radio and Cool FM.

In February and March 2008, as well as TV advertising, the campaign also included radio advertising and poster advertising at bus stops.

Click here to listen to the ‘lift’ radio advertisement.

Click here to listen to the ‘Walking’ radio advertisement.

A new edition of the health magazine new you was also produced as part of the 2008 campaign. The magazine included features on a range of health issues of interest to women and focused on ways to be more active, including how to involve the whole family in activities. Celebrity articles and competitions were also included. The magazine was distributed to members of the public as an insert in the popular family publication Ni4Kids. It was also distributed to GP surgeries and dental surgeries for displaying in their waiting rooms.

Branded step counters and tape measures also featured as giveaways through the 2008 issue of new you and the website www.getalifegetactive.com

Media:
Link to the press releases on this campaign: 2006; 2007; 2008