Call to Action

Mass media has the ability to appeal to people of all ages, demographics, and economic status and has the capability of reaching West Virginians in their homes, workplaces, and in transit. Mass media plays an important role in promoting physical activity and its related health benefits through consistent evidence-based, culturally relevant, targeted, hard-hitting messages. This can be accomplished through paid advertising on television, radio, newspapers, billboards, and the Internet, as well as through social media, such as Facebook, and increased earned media–that is, mass media coverage of stories, programs, and events that promote and encourage physical activity across the state of West Virginia. By increasing media coverage of physical activity-related content and encouraging West Virginians to become more active, mass media professionals can reinforce healthy decisions and challenge citizens of all ages to engage in physical activity for its related health benefits.

Mass media professionals must provide a voice and raise awareness for physical activity efforts across the state while at the same time enabling individuals to connect across geographic regions and societal sectors.

Sector Strategies & Tactics

Mass media has the ability to appeal to people of all ages, demographics, and economic status and has the capability of reaching West Virginians in their homes, workplaces, and in transit. Mass media plays an important role in promoting physical activity and its related health benefits through consistent evidence-based, culturally relevant, targeted, hard-hitting messages. This can be accomplished through paid advertising on television, radio, newspapers, billboards, and the Internet, as well as through social media, such as Facebook, and increased earned media–that is, mass media coverage of stories, programs, and events that promote and encourage physical activity across the state of West Virginia. By increasing media coverage of physical activity-related content and encouraging West Virginians to become more active, mass media professionals can reinforce healthy decisions and challenge citizens of all ages to engage in physical activity for its related health benefits.

Mass media professionals must provide a voice and raise awareness for physical activity e orts across the state while at the same time enabling individuals to connect across geographic regions and societal sectors.

Priority Area 1: School-Based Program & Initiatives
 Use mass media to promote a multi-level, statewide school-based physical activity campaign with a distinct brand and targeted message. 
Priority Area 3: Community Engagement & Environment
 Serve as a platform to increase citizen awareness and engagement in physical activity by showcasing physical activity opportunities across the state. 
Priority Area 5: Policy
Develop a comprehensive statewide cause marketing campaign that uses paid and earned media to influence policy makers’ priorities. 
Priority Area 2: Public Awareness & Social Marketing
Use mass media and cause marketing to promote a multi-level statewide physical activity campaign that provokes an emotional response from the public.
Priority Area 4: Institutional & Organizational Support
Develop regionally coordinated cause marketing efforts through collaboration and participatory planning efforts involving representatives of government, community organizations, and professional / volunteer societies.