What effect do images of people walking in natural and urban environments have on engagement and performance of Facebook adverts promoting walking groups to older women?
Other authors: Paul Kelly
Physical inactivity is a major public health concern, especially in older women. Developing effective messages for walking group promotion could be one way of increasing physical activity levels in older women. The aim of this study was to compare the effect of using images of people walking in natural and urban environments on engagement and the performance of a Facebook advert promoting walking groups to over 55-year old women in Scotland. A process evaluation of a Facebook advert campaign promoting the ‘Health Walk’ walking groups was conducted. Two adverts aimed at females over the age of 55 years were published on Facebook; the adverts used a picture of people walking in either an urban or a natural environment. Advert exposure, engagement and performance were measured and compared between the adverts. Overall, the urban advert was associated with higher engagement, lower cost per link-click and significantly higher link-click through (χ2(1, N=91975)=20.6.