I was sat in a meeting with some very bright people the other day, and was reminded by how difficult people find it to keep separate the messages that work for promoting activity to health professionals and messages that work for promoting activity to the public.
Messages about activity that work for commissioners include:
- It leads to improvements to people’s cardio vascular condition
- It can lead to a reduction in the occurrence of certain types of cancer
- It reduces the risk of type 2 diabetes
Messages that work for promoting to the public include:
- It’s fun
- It’s sociable
- You can spend time with the kids
- You can compete against other people at your level
And within those messages for the public different messages work for people from different segments. To see which messages work for each segment look at the marketing plans on promotingactivity.com.