In 2013, the World Health Organization (WHO) established an ambitious goal: to reduce global physical inactivity by 10% compared to 2010 levels by 2025. Now, the deadline has arrived, and despite initiatives aimed at leveraging the excitement of multiple Olympic Games, activity levels have not increased.
The latest data indicates that as of 2022, 31% of adults worldwide fail to meet physical activity guidelines, marking a rise from 26% in 2010. The situation is even graver among teens, with an alarming 81% not engaging in sufficient physical activity. We’re falling short of our targets.
What went wrong? Various factors, from public health policies to urban design, can be scrutinized regarding current strategies. Nevertheless, some experts are advocating for a more fundamental reassessment. Have we been misrepresenting the promotion of physical activity all along?
For years, public health campaigns have heavily relied on the narrative that “exercise is medicine” to encourage physical activity. This notion is familiar: engage in physical activity to combat illnesses like diabetes or cardiovascular diseases. This message is underpinned by strong scientific evidence, leading to the belief that health incentives are the most compelling motivation.
Yet, Benjamin Rigby, a public health researcher from Newcastle University, and his colleagues recently argued in an opinion piece that framing physical activity solely as a health preventive measure oversimplifies the myriad reasons individuals choose to be active. “The reality is people engage in movement for many reasons unrelated to avoiding illness,” Rigby states. “We play, laugh, explore, dance, and feel proud of ourselves. Ultimately, it’s about enjoyment and well-being.” Eliminating these positive motivators from health messaging may contribute to the lack of engagement.
Elsewhere, research continues to support the concept of shifting focus away from health-centric narratives. A study by University of Edinburgh researchers analyzed 123 public messages about physical activity, concluding that health concerns are not always effective motivators for prompting people to get active. The most impactful messages highlight the short-term rewards of proactive engagement rather than threats of future illness.
What if campaign messaging centered on the immediate benefits of physical activity? Some researchers recommend phrasing such as “small movements to enhance your mood,” focusing on mental health, or promoting “physical activity as an opportunity to connect with others.” Motivation matters.
Strong evidence shows individuals are more likely to maintain activity when it is enjoyable. Fun is associated with young people who regularly participate in sports. Remember Pokemon GO? That trend inspired avid users to walk an additional 1,473 steps daily on average, fueled by the excitement of “catching them all.” Given this evidence, why do public health messages overlook fun-focused motivations?
Sticking to health-oriented narratives appeals strongly to institutions. Their effects can be quantified, aligning neatly with the formal tone expected from such messages. However, with the 2030 target of reducing physical inactivity by 15% from 2010 levels approaching, now is the time for transformative change. It’s crucial to cease prescribing physical activity as a daunting chore and start presenting it as an opportunity for enjoyment, exploration, and connection.
Dawn Teh is a freelance health writer based in Australia.
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Source: www.newscientist.com
