An interview with Dr. Chloë Williamson, Lecturer at the University of Edinburgh.

We're not rational, and the guidelines and the way they're traditionally messaged and have been messaged assumes that humans are rational and that they'll do things that they know is good for them. But in actual fact, your day to day behavior is driven by what you enjoy. And if people can find a physical activity they enjoy and if that's how we can change the way people think about physical activity, to not being a chore, to not being a punishment, not being a way to just burn calories, but a way to have fun and feel good, then I think that's what we need to see.
Dr. Chloë Williamson

Motivation for researching physical activity messaging
Effective physical activity messaging
Physical Activity Messaging Framework
Checklist for physical activity messaging
Messaging physical activity to new mothers
Matching messaging to messaging channels
Changing how people think about physical activity
Prioritizing enjoyment and short-term benefits in physical activity messaging

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https://www.researchgate.net/publication/357165934_The_Physical_Activity_Messaging_Framework_PAMF_and_Checklist_PAMC_International_consensus_statement_and_user_guide