Table 1

Communication aims and key audiences

Target of communications	1	2	3	4	5	6	7
Target of communications	Policy-makers within the health sector	Policy-makers outside the health sector	Key stakeholders	General public	Specific population subgroups	Health professionals	Non-health professionals
Purpose of communication	Advocacy	Advocacy	Advocacy	Education	Education	Education	Education
Aim of guideline communication	Encourage national adoption of the WHO physical activity guidelines and/or national guidelines Encourage integration of physical activity into all relevant health policies Encourage scaled-up and coordinated actions.	Increase recognition of the role of physical activity in contributing to a broad range of diverse yet related agendas Increase cross-sectoral engagement in policies and actions in sectors outside of health that promote physical activity (ie, use a ‘health in all policies’ perspective).	Increase awareness of the role that a range of stakeholders can play in gaining wider recognition and greater support for the physical activity agenda Engage a wide group of stakeholders in advocating for physical activity guidelines and the implementation of supportive policies and practices.	Increase awareness and knowledge of the physical activity guidelines Increase awareness and knowledge of how to achieve the physical activity guidelines Reduce (real and perceived) barriers to being physically active Influence attitudes, intentions, confidence and motivation to be physically active.	Increase awareness and knowledge of the physical activity guidelines Increase awareness and knowledge of how to achieve the physical activity guidelines, tailored to each subgroup’s circumstances (eg, persons with disabilities) or cultural influences (eg, different ethnic groups) Reduce (real and perceived) barriers to being physically active Influence attitudes, intentions, confidence and motivation to be physically active.	Increase awareness and knowledge of the physical activity guidelines Increase knowledge, skills and confidence in promoting physical activity Encourage integration of physical activity promotion into routine practice.	Increase awareness and knowledge of the physical activity guidelines Increase knowledge, skills and confidence in promoting physical activity, solely and as part of multidisciplinary or multisector collaborations Encourage integration of physical activity promotion into routine practice.
Formative research aims	Increase understanding of how physical activity promotion can be embedded into current and future health policy and practice.	Gain insights into policy-makers’ priorities to inform greater alignment with the physical activity agenda.	Understand stakeholders and their networks and gain insight into the tools and resources needed to support advocacy efforts.	Understand the values, needs and preferences of the general public to inform messages and communication channels.	Understand the values, needs and preferences of specific population subgroups to inform tailored and targeted messages and communication channels.	Gain insights into what training, tools and resources might support health professionals in communicating the guidelines and promoting physical activity behaviours to patients, clients or the public.	Gain insights into what training, tools and resources might support non-health professionals in the development of supportive environments and opportunities for physical activity.