The Chartered Society of Physiotherapy launches a summer campaign which aims to tackle the growing issue of physical inactivity across the UK.
‘Love Activity, Hate Exercise?’ addresses the emotional as well as physical barriers millions of people with long-term conditions face in being more physically active.
The campaign is aimed at people aged 40-70 years old that are living with conditions such as arthritis, diabetes and heart disease, after research from the CSP found that more than 30% are completely inactive each week.
It was developed through a series of focus groups and research with patients and physiotherapists, and is designed to raise awareness of the expertise the profession has in getting people with long-term conditions more active.
CSP assistant director Sara Hazzard said: “We wanted to develop something that harnessed the expert knowledge our members possess to ultimately promote Physiotherapy and its unique role to improve the health of the nation.”
“Our research found that patients see physios in a really positive light but that they aren’t always associated with physical activity. So unlike campaigns that are often aimed at the general public, ours has been designed to reach the people who can be – or are already being – helped by their advice. It aims to take an empathetic approach and build on the trust that the public has for the profession.”
The CSP has developed digital content that is built around the specific barriers that were identified in the insight phase, along with practical advice on how those concerns can be overcome. Additionally a series of case study interviews will aim to inspire conversations between physiotherapists and their patients about activity levels.