Promoting Better Health for Young People Through Physical Activity ...

A Report to the Presidenthealth, and education all should collaborate in these efforts. Department ofHealth and Human Services agencies can support studies that examine theeffects of community infrastructure changes on physical activity, physicalfitness, environmental quality, and social connectedness. Such studies willprovide valuable information that can be used to document the importanceof having a community infrastructure that supports physical activity.One existing mechanism for promoting walking, bicycling, and accessiblerecreation facilities is the CDC’s Active Community Environmentsinitiative (Appendix 23). This initiative has focused on helpingcommunities to promote walking to school (Appendix 24) and to developclose-to-home parks and recreational facilities.One of the major barriers to youth participation in physical activity is alack of access to sports and recreation facilities. 42 Increased access to schoolfacilities would, therefore, help facilitate increases in physical activityamong young people. School districts should work with youth sports andrecreation programs to take maximum advantage of school facilities for thebenefit of children, adolescents, and the community as a whole.Media CampaignsYoung people today belong to a multimedia generation. The average childspends more than 4 hours a day using electronic media. 18 Although thisstaggering amount of media use poses certain problems, it also creates anopportunity: Young people are a willing audience that can be reachedthrough a variety of media. Communicating to young people through anongoing, well-designed multimedia campaign can play an important role inincreasing their motivation to be physically active.Strategy 9: Implement an ongoing media campaign to promote physicaleducation as an important component of a quality education and longtermhealth.This campaign must take advantage of all that communication and marketingexperts have learned about how to develop effective mass media messages.Testing messages for appeal and appropriateness with different groupsis essential, as is involving young people in all aspects of campaign planningand implementation. Special efforts should be made to reach out to thosepopulation segments in greatest need, including girls and members ofracial/ethnic minority groups. Culturally and linguistically appropriatemessages should be designed for these groups and delivered throughtargeted communication channels. Communication to parents, educators,and health care professionals also should be a central part of this campaign.While the campaign should take advantage of traditional media (e.g.,television and radio ads), it should also target the new media (e.g., Internet-27