How to Craft More Motivating Messagesphysicalactivitysociety.org/wp-content/uploads/2019/01/... ·...

MICHELLE SEGAR, PHD, MPH, MSDIRECTOR, SPORT, HEALTH, AND ACTIVITY RESEARCH AND POLICY (SHARP) CENTER, UNIVERSITY OF MICHIGAN

AUTHOR, “NO SWEAT: HOW THE SIMPLE SCIENCE OF MOTIVATION CAN BRING YOU A LIFETIME OF FITNESS”

INAUGURAL CHAIR, NATIONAL PHYSICAL ACTIVITY PLAN’S COMMUNICATIONS COMMITTEE (2014-2017)

How to Craft More Motivating Messages: New Permission from the Recently Released Physical Activity Guidelines (PAG)

I’ve been passionate about answering

these 2 questions for the last 25 years:

1. Why don’t people prioritize and sustain

physical activity/exercise?

2. How can we create

sustainable self-care behaviors in systematic ways,

using science-based messages and methods?

Strategy 1:Understanding the

messaging and meaning CONTEXT

of the new 2018 PAG

Question: What are some of the past specific, physical activity

guidelines? (e.g., minutes, intensity)

75%: We’ve sold this message well

Segar et al., (2007) Sex Roles, 57

“Distribution of messages is not the endpoint for marketers.

Shultz (2015) Marketing News

What counts is the influencethat they have on consumers.”

Thai., C., Taber, J, Oh, A., Segar, M., Blake, Kelley, and Patrick, H. “Keep it Realistic”: Reactions to and recommendations for physical activity promotion messages from focus groups of women. American Journal of

Health Promotion, in press

• “I guess until you sweat.”

• “I think it's gradually, like you just … whatever you feel more comfortable with.”

• “I don't think there's a particular right way you can or cannot walk. Everybody walks different.”

• “Between one and three miles a day.”

• “Thirty to an hour”

• “Thirty minutes every day”

• “About an hour ... an hour and something ... an hour and a half.”

• “I was thinking 45 minutes, like three days out of the week maybe.”

• “I'm going with 10.”

Large-scale confusion among low income urban mothers

Segar, M.L., Heinrich, K.A., Zieff, S., Lyn, R., Gustat, J., O'Hara Tompkins, N., Perry, C., Umstattd Meyer, R., Bornstein, D., Manteiga, A. & Eyler, A. What Walking Means to Moms: Insights from a National Sample to Frame Walking in Compelling Ways to Low-Income Urban Mothers (2017).

Journal of Transport & Health, 2017: Vol 5: 5-15, http://dx.doi.org/10.1016/j.jth.2016.06.004

Mixed messages have created large-scale confusion over “what counts”

In a national survey of about 4200 US adults, less than 1% were knowledgeable about the moderate-intensity 2008 physical activity guideline (i.e., 150 mins/week).

Even among fitness professionals, from 1999 (43%) to 2007 (19%), knowledge of current recommendations declined by 56%.

Cunningham, Carroll, Carlson, & Fulton (2014) Journal of physical Activity and Health, 11: 693 – 698; Ferney, Moorheadb, Baumanc, & Brown (2009) Journal of Science and Medicine in Sport, 12, 642–646

Our influence, to date,has not been great.

Approximately 80% of US adults and adolescents are insufficiently active.

/

Arenas, McNeil, Street, et al (2018) Let Us Talk About Moving: Reframing the Exercise and Physical Activity Discussion. Current Problems in Cardiology, 43 (4): 154-178; https://health.gov/paguidelines/second-

edition/report

We now have a game-changing opportunity to boost population-level physical activity participation

How can the new PAG impact

population physical activity levels?

Strategy 2:Prioritize the single most

important update

Featured changes in PAG….. But

• Top 10 Things to Know About the Second Edition of the Physical Activity Guidelines for Americans

Key change in 2nd PAG? No specific bouts needed

• Evolution of the bout requirement• 1996: Physical Activity And Health: A Report of the Surgeon

General

• 2008 Guidelines: The troubling clarification (e.g., the 10-minute rule)

• 2018: new PAG levels the movement playing field by removing bouts and valuing all movement as worth doing.

• SBM Twitter Chat unanimously agree

SBM Twitterchat about new pag (and resolutions) Summary here

What are key changes in 2nd PAG?

Question: How does a “no bout” mindset help people become more

physically active?

No bout mindset permits:

• Life-centered• Removes time barriers• Expands access• Cultivates consistency

• Small fits more easily • Feeling successful with any amount = boosting

competence and pride • Reduces cognitive load• Permits increased variety and “snack” mentality• Cultivates a game perspective (e.g., treasure hunt)• Permission to do any and all movement.

Messaging Implication: Help people understand that any

amount of movement is worth doing and explain the science.

Strategy 3:Appreciate the strong

influence of our PA benefit frames (i.e., “The Why”)

Segar, M.L, Guerin, A., Phillips, E. & Fortier, M. From a Vital Sign to Vitality: Selling Exercise So Patients Want to Buy It (2016). Translational Journal of the American College of Sports

Medicine, 2016: 1(11): 97–102

New “whys” for exercise featured in 2018 PAG

2008 PAG

• “Being physically active is one of the most important steps that Americans of all ages can take to improve their health. The 2008 Physical Activity Guidelines for Americans provides science-based guidance to help Americans aged 6 and older improve their health through appropriate physical activity.?

2018 PAG

• “Approximately 80% of US adults and adolescents are insufficiently active. Physical activity fosters normal growth and development and can make people feel, function, and sleep better and reduce risk of many chronic diseases.”

Exercising for well-being but not health or appearance predicts future exercise among parents.

Our Whys Matter!

Mailey, E., Dlugonski, D. M., Hsu, W. & Segar, M. Goals Matter: Exercising for well-being but not health or appearance

predicts future exercise among parents. Journal of Physical Activity & Health, in press

“If you ask me why [I exercise], weight control may be my first answer, followed by a desire to live long and well….

…But that’s not what gets me out of bed before dawn to bike to the Y ...

It’s how these activities make me feel: more energized, more productive, more engaged, and yes, happier -

Jane Brody (New York Times Columnist)

The New York Times (August, 2012) “Changing Our Tune on Exercise” interview

- better able to smell the roses and cope with the inevitable frustrations of daily life.”

Messaging Implication: Help people start to notice that

moving helps them feel and function better in the now.

Segar, M. L., Spruijt-Metz, D., & Nolen-Hoeksema, S. (2006). Go figure? Body-shaping motives are associated with decreased physical activity participation among midlife women. Sex Roles 55 (3/4), 175-187.

WHYS WAYS

Strategy 4:Help people understand

being active CAN feel goodWHILE they are doing it.

(i.e., The WAY)

Ekkekakis, Parfitt, & Petruzzello (2011). Sports Med. 41(8):641-71; Segar, M. (2019) Ally with Your Fitness App: Help Others Maintain Motivation with the WHY-WAY-DO Framework. American College of Sports Medicine’s Health & Fitness Journal, March/April issue.

A systematic reviewPositive affective change during,

but not after moderate-intensity PA,was associated with future behavior.

Rhodes & Kates (2015) Annals of Behavioral Medicine. 49: 715-731.

But, being physically active doesn’t “feel good” to everyone.

cultivates

Autonomy

Williams, Dunsiger, Miranda, Gwaltney, Emerson, Monti & Parisi (2014) Annals of Behavioral Medicine. 49(2), 280-5.

Giving people

choice

And….

Just feeling autonomous through PA

results in positive feelingsduring movement.

Kanning & Hansen (2017) Annuals of Behavioral Medicine, 51: 18-29; Kanning, Ebner-Priemer, & Brand. (2012) Journal of Sport & Exercise Psychology, 34, 260-269

Messaging Implication: Give people permission to take ownership over their physical

activities. It’s their choice.

From Punishment to a Privilege

Strategy 5:Reframe Exercise: Use

messages that are supported by

theory and science.

?????.

“Move Your Way” message and campaign does it right!

https://health.gov/paguidelines/moveyourway/

“Move Your Way” campaign supports people’s:

Autonomy CompetenceRelatedness

The message I’ve been using since the mid-1990’s =

Segar, M. (2015) No Sweat: How the Simple Science of Motivation Can Bring You a Lifetime of Fitness. Amacom

“Everything Counts!”

While counter-intuitive, promoting more flexible and ‘smaller” thinking

about being active and exercisingcan help people fit

more movement into their lives.

(But, personality differences exist too.)

In 2000

When people increased awareness and acceptance of the idea that all physical movement “counts” they

become more flexible and can fit more in:

Segar, M. L., Jayaratne, T., Hanlon, J., & Richardson, C., (2002) Fitting fitness into women’s lives: effects of a gender-tailored physical activity intervention. Women’s Health Issues, 12, 338-347.

In 2000

“Before the class I wouldn’t go (to the gym) unless I had a good hour...because by the time you shower and do all

that…and after FIF [the program] I would go, even if I could only take like a 30- or 15-minute walk around the track.”

Segar, M. L., Jayaratne, T., Hanlon, J., & Richardson, C., (2002) Fitting fitness into women’s lives: effects of a gender-tailored physical activity intervention. Women’s Health Issues, 12, 338-347.

In 2018

“…exercising” has always been a dirty word to me…Now I have scientific research that backs up why I should not have to run (since I do not enjoy it at all), why I should be kind to myself and not beat myself up for not going on the elliptical for an hour every day, and that helps me start to internalize

the idea that “everything counts” rather than just kind of knowing it. Now, I set more realistic and productive short

term goals for myself. I have learned to really focus on doing what I enjoy more…”

Anonymous student, December 2018

Messaging Implication: Our frames and word choices matter. Be very intentional in

your selections.

Ask your end user and/or community: Which term resonates best to them:

Enjoyment vs. Fun vs.

Feel good vs. Pleasure

Which term is best? It depends!

Steps?Movement?

Exercise vs. Physical Activity?OR?

In my work I brand movement bouts as

“Opportunities to Move” (or OTMs)

Segar, M. (2015) No Sweat: How the Simple Science of Motivation Can Bring You a Lifetime of Fitness. Amacom

How can we promote more flexible thinking?

• Some days they will exercise and some they won’t, and “it’s not the end of the world” if they don’t do it on any given day.

• PA was discussed by these high active participants as a “middle” priority (instead of a top one) necessitating

compromise and flexibility on any given day.

“If we have to spend the long nights [helping] my son on a homework assignment, the workout needs to go the ways on side,

and so be it….you have give and take…”

Segar, M., Taber, J., Patrick, H., Thai, C. & Oh, A. (2017). Rethinking Physical Activity Communication: Using Qualitative Methods to Understand Women’s Goals, Values, and Beliefs to Improve Public Health. (2017). BMC Public Health, 462.

doi: 10.1186/s12889-017-4361-1

Question: What is the single most important concept/idea/message

from today’s webinar that you plan to try?

Key Message – Keep it simple and stay consistent

• Move Your Way

• Everything Counts!

• It all adds up!

• We need to talk a lot about this change with our target populations!!

Effective Communication in Science and Medicine, University of Michigan (Feb 6, 2015)

"If we're talking about one of our greatest

achievements —science — why wouldn't we do it with our other

great strength, communication?"

The 2nd PAG ‘levels the movement playing field’

It gives all people permission to Count Everything and joyfully seek out

any and all Opportunities to Move (OTM’s)!

Thank you!Michelle Segar

fitness@umich.edu