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68 CHAPTER 3 ■ Saskatchewan in Motion

TA RG E T A U DI E NCE B A RRI E RS, MOTI VATORS,
A N D C O M P E TITI O N

Barriers

Provincial research conducted by Fast Consulting (2003) and the University
of Saskatchewan on behalf of SIM confirms national data (Craig & Cameron,
2004) that suggest the following barriers to individual participation in regu-
lar physical activity:
• Lack of time.
• Lack of interest or preference for more sedentary activities.
• Lack of access (to programs and/or facilities).

Other barriers identified included:
• Lack of skill.
• Concerns about personal safety.
• Winter climate.
• Lack of social support for participation.

Informal research and evaluation (past experience and interviews) suggest
the following barriers to the development and delivery of community-based
strategies:
• Lack of leadership capacity.
• Lack of financial resources.
• Lack of interest.
• Competing priorities.
• Lack of support from senior officials.
• Lack of a clear understanding of potential roles.

Motivators and Perceived Benefits

Literature review, focus group testing, and expert task force committees have
guided the development of messages based on key motivators and perceived
benefits (see Table 3-5).

Competition
The greatest competition for physical activity among adults, youth, and children
is discretionary time over more desired, sedentary lifestyle choices (i.e., screen-
time activities and increasing consumption of media; Maibach, 2007).