Table 7.

Recommended actions to create active societies.

RECOMMENDED ACTIONS TO CREATE ACTIVE SOCIETIES	WHAT WORKS?	KEY ACTORS
Communications and media: Implement communications, public education and mass media campaigns. This includes paid media, social media, and free-to-air media generated through public relations and advocacy	Large scale national mass media can be effective in setting a community agenda around physical activity, and are recommended as a ‘best buy’ for NCD prevention (WHO 2017). Mass media can be effective in raising awareness, knowledge and intention for physical activity (Stead et al., 2019). Media that is based on sound psychological theory and social marketing principles (Williamson et al., 2020). New digital and online forms of media are cost effective and nimble in reaching a defined audience and responding to an evolving agenda (Bergeron CD et al., 2019). Messages, images and delivery modes that are thoroughly market-tested and tailored to the intended audience (Williamson et al., 2020). Unpaid media and public relations is important for raising public discussion about physical activity.	Governments at national and sub-national levels Communications specialists Foundations
Mass participation events: Implement regular mass participation initiatives	Mass-participation events that are made accessible being provided free and which can effectively engage large numbers of individuals, groups and families in being active in a social setting. Mass events have been effective in increasing walking and cycling. This includes the Ciclovia programme, implemented successfully to mass audiences in complex urban settings such as Bogota (Torres et al., 2013). Events such as car-free-days can attract large participation numbers while also setting an advocacy agenda around active mobility and attracting media attention (see case study).	Governments at city and local levels Civil society
Training: Strengthen pre- and in-service training of professionals, within and outside the health sector	Strengthening on-the job training of primary care workers and allied health professionals to incorporate the benefits of physical activity, and how to deliver effective interventions and/or referral to community programmes and settings.	Universities Professional societies