Promotion of Physical Activity in Cooperation of the State and the Voluntary Sector: Basic Study of the Sport for All Development Plan in Estonia 2011 – 2014

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Based on the socio-ecological model, physical activity depends on the mutual interaction of individuals and the ecosystem/environment. The ecosystem may include families, social circles, colleagues, communities, the culture as well as the social and physical environment. The environment influences behaviour and by changing the environment it is possible to cause changes in behaviour. Environments contain physical, social as well as cultural aspects which an individual experiences during their lifetime. To influence people, it is necessary to influence their immediate environment (McLeroy, Bibeau, Steckler, Glanz, 1988; Stokols, 1992).

Levels of the socio-ecological model for promotion of people’s physical activity

A significantly more extensive involvement of the population in physical exercise is a complex task, the success of which depends on objective conditions (sports facilities, training equipment, competent personnel, organisational system, training, information system, etc.) as well as subjective variables (personal attitudes and value-based aspects of sport activity (Sport for All Development Plan, 2006). The socio-ecological approach to physical activity concentrates on changes on all levels—individual, interpersonal, organizational, community and political (figure 1).

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Figure 1. The factors influencing the physical activity of people according to the socio-ecological model (adapted based on McLeroy et al 1988).

The most significant factors on the individual level are attitudes towards physical exercise, belief in one’s capabilities and awareness of everyday possibilities of conducting physical exercise (Cavill, Kahlmeier, & Racioppi, 2006). Based on analysis of the results of approximately 300 studies, scientists from the USA claimed that the age, socio-economic and employment status and education are among the factors which affect the physical activity of people. As a generalisation it was found that men are physically more active than women, younger people more than older; people with higher income and education tend to move more than those with less income and education (Trost et al, 2002).

For men as well as women the main reasons for physical inactivity were a lack of time, tiredness, weakness and fear of falling. Several studies have also indicated that obesity may be a significant reason for not being involved in regular physical exercise (Trost, Kerr, Ward, & Pate, 2001; Gordon-Larsen, McMurray & Popkin, 2000). Research by Dishman et al (1985) indicated that the experience acquired at an early age in the area of physical activity and sports have a significant effect on the person’s willingness to engage in physical exercise at a later age (Dishman, Sallis, & Orenstein, 1985).

On the interpersonal level it is vital to receive social support from family, friends, neighbours, colleagues, acquaintances or instructors (Brownson, Baker, Housemann, Brennan, & Bacak, 2001; Trost et al, 2002). Social relations provide important social resources which include, for example, emotional support, information, access to new social contacts and roles, as well as material support for carrying out one’s social and personal obligations. When implementing strategies on the interpersonal level, it is vital to bear in mind that although the wider objective may be changing individual behaviour, it requires alteration of social norms and influences (McLeroy et al, 1988).

Experts of the World Health Organisation (WHO) and scientists of European countries have indicated that on the organizational level the physical activity of people is affected by factors of the living and working environment as well as the support of social norms and local communities (WHO 2008; Cavill et al, 2006). Due to the fact that the majority of people spends a third or half of the lifetime in an immediate contact with various organisations – starting from attending preschool, continuing with general education schools and universities, and later achieving self-actualisation through various employments and non-profit organisations – it is evident that organisational structures and processes have a significant impact on human health and individual health behaviour. Organisations have a chance to induce changes in employees’ health behaviour through social support, especially if the new behaviour model constitutes a norm for the particular social group (McLeroy et al, 1988).

Gordon-Larsen et al (2000) established as a result of research that physical activity is most related to factors of physical environment. On the level of community the physical activity of people is affected by access to sports facilities and resources as well as by the level of satisfaction with them. Cultural values and norms of the community, safety of the neighbourhood, observation and imitation of fellow citizens who are engaged in physical exercise and interesting scenery are also among the significant influences (Trost et al 2002; Browson et al, 2002).

Based on the socio-ecological model, the decisions, regulations and legislations made on the political level affect the level of physical activity of people. An overview, made in the year 2009, of 27 national policy formation documents of European countries indicated that the state policy formation documents aimed at the development of physical exercise have underwent a significant development over the course of previous years. The following eight aspects were identified as significant in terms of policies relating to physical exercise:

- Sectors and institutions involved: involvement of different sectors in the preparation and implementation of the policy. Important partners include various sectors of the national government, subnational authorities, municipalities, nongovernmental organizations, the private sector, the media, associations, educational institutions, employers, etc.

- Implementation: implementation plan for the policy and a clear definition of the body or bodies responsible for the implementation.

- Legal status: legally binding or nonbinding; formally adopted by government or not.

- Target groups: clearly identified population groups targeted by the policy.

- Goals and targets: physical activity goals and targets were specified for certain population groups and time periods.

- Timeframe: clear timeframe specified for the implementation of the policy.

- Budget: specified budget allocated to the implement of the policy.

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