The longterm goal is to “increase awareness and adherence to the official recommendation of 30 minutes a day (minimum) – og 150 minutes a week (and no – it really doesn’t add up – 30 a day remains for communication purposes). The overall strategy is to inspire to add more moderate activity in the daily routine, and show examples. The theoretical base is self-efficacy, as you find it across theories, with elements from self-regulation theory (i.e. goal setting, goal implementation, self-monitoring). We promote activities that are within reach for most people, with an emphasis on walking, active transportation, outdoor recreation/hiking and playful activities. The “tone of voice” is humorous, playful and supportive.
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