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78 CHAPTER 3 ■ Saskatchewan in Motion

participation, and adoption of desired actions (see the behavioral objectives for
stakeholders in settings in Table 3-2). Initial results show positive overall results.
As a proximal measure of its mass media campaign, SIM’s campaign/brand
awareness was monitored by an independent firm (Checkmate Strategic
Planning, 2005). One year after its launch, SIM achieved 49% prompted brand
awareness among the main audience of the mass media campaign (adults aged
30 to 55). Brand awareness increased to 58% in 2005 and to 69% in 2007. Such
outcome compares with the median (70%) observed in an international review
of physical activity campaigns (Cavill & Bauman, 2004).
A baseline survey was conducted prior to the launch of the SIM initiative
to determine physical activity levels and attitudes toward physical activity
among Saskatchewanians. The survey was conducted by a research company
(Fast Consulting, 2003) in partnership with the University of Saskatchewan. It
was designed to be compatible with the Canadian Fitness and Lifestyle Research
Institute Physical Activity Monitor to enable national comparisons. In a follow-
up survey conducted in 2005 (Fast Consulting, 2005), data showed an increase
in self-reported physical activity among adults (from 48% to 56%). However, no
significant changes were noted among children, youth, and Aboriginal peoples.
Based on these outcomes, SIM is redirecting some of its efforts toward children
and youth as well as considering alternative evaluation methods to parent re-
porting on children’s levels of activity. There is also an appreciation that notice-
able change will require sustained efforts for many years ahead.

CONCL USION

As an illustration of how social marketing practices have evolved in Canada,
Saskatchewan in motion has adopted a multifaceted approach to behavioral
change and has formalized a systematic process to promote and advocate for com-
munity-based action. In addition to a mass media campaign, a central component
of SIM is the commitment of community partners (municipalities, schools, and
workplaces) to create and adopt the necessary programs and physical and social
environments, as well as policies to make physical activity more attractive, bar-
rier-free, and sustainable. The ultimate impact of SIM on physical activity levels
will likely be observed only over a longer period because experience has shown
that social and behavioral change is gradual and the result of long-term and sus-
tained efforts (Hastings, 2007; Siegel & Doner Lotenberg, 2007). However, the in-
volvement of a growing number of stakeholders and initial results are
encouraging. They form the basis for a dynamic societal movement in support of
physical activity in Saskatchewan.