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Strategies 75

• Address the disconnection between perceived physical activity levels
and real physical activity levels.
• Encourage parents to pay attention to how much activity their kids are
really getting.

The communication channels used include mass media (television, radio,
newspapers, outdoor, movie theaters, and posters), schools, workplaces, public
events, prompts in public settings, and the Internet. Messengers are peers (testi-
monials), actors to whom individuals can relate, and ambassadors (influential in-
dividuals from a variety of settings).
Key messages for the advocacy campaign are essentially the following (see
Figure 3-3):
• We are facing a physical inactivity epidemic with consequences relevant to
your work/school/community (depending on interest or focus).
• It will require long-term sustainable investment in efforts that are
upstream, cooperative, innovative, and community/setting-based.
• You have a role to play to address this crisis.
• It is a shared role; others will join your efforts.
• In motion can help with tools, resources, human resource capacity, and
training.
• Join the movement.
• Be a leader.

The communication channels used as part of the advocacy components in-
clude meetings, sector-specific delivery networks, conferences, trade shows, pre-
sentations, articles, direct mail, tools and resources, and the SIM Web site.
Messengers are sector leaders, ambassadors, and peers.

FIGURE 3-3 Advocacy banner
Courtesy of Saskatchewan in motion