CDC launches campaign for more adult exercise

The Centers for Disease Control and Prevention in Atlanta has developed a new campaign to promote moderate physical activity among adults. The theme "It’s Everywhere You Go" reinforces the fact that 30 minutes of moderate physical activity a day five or more days of the week provide health benefits and fit easily into normal daily routine.

The campaign focuses on simple ways to add physical activity to an adult’s daily life, such as taking the stairs instead of the elevator or taking a walk with the family instead of watching television. Last year, the Surgeon General’s Report on Physical Activity and Health reported that even a moderate amount of physical activity has significant health benefits, but 60% of Americans were not yet moderately active.

By analyzing market research data as well as conducting focus groups and interviews, the CDC’s surveys revealed that the majority of the intended audience is 18 to 45 years old, educated, middle-income, and female. With 71% married, 74% employed, and 58% with live-in children, it is not surprising that these adults reported having little time for themselves after meeting the demands of their families, homes, and jobs. Two-thirds of this population are trying to lose weight. Few of them considered themselves rugged or athletic; rather they described themselves as interesting, friendly, caring, mature, fun, smart, honest, and content.

For more information about physical activity, visit the CDC Web site at http://www.cdc.gov.