Table 1

Summary input from formative research into campaign planning
Survey of session participants [16] Focus on attracting local participants required
Community-developed sessions most successful in terms of participation
Dance sessions potentially popular approach to increasing participation
Interest, enjoyment and socialising key to retention
A mechanism to increase awareness and complement and amplify word of mouth is required
Current promotional activities largely limited to informational fliers and poster
Interviews with session deliverers and non-participants [15] Levels of awareness of health benefits of exercise are high
Cost and childcare stated as practical barriers to participation
Low session awareness amongst the target audience
Different motivations for activity initiation (weight loss, physical and mental health, fitness) and activity maintenance (fun, interest and sociability)
Specific social support required by most women to attend organised exercise sessions (attending with a friend)
Issues of perceived competence particularly in comparison to other session attendees
Application of exchange theory required to enhance the attractiveness of exercise and increase its priority so combating issues of lack of time

Withall et al.

Withall et al. BMC Public Health 2012 12:836   doi:10.1186/1471-2458-12-836

Open Data