Lay summary
Despite decades of accumulated evidence that indicates that being physically active improves health outcomes, more than half of the New Zealand population does not meet the physical activity guidelines. Additionally, sitting for long periods (a behaviour that is prevalent in today’s society) is associated poor health outcomes. This project will: 1) Explore messaging that currently exists in Aotearoa New Zealand around increasing physical activity and decreasing sedentary time; 2) Evaluate these messages to identify reasons for why they haven’t been effective; and 3) bring together a multidisciplinary team of researchers, professionals, and most importantly the general public to develop new acceptable and effective messages around reducing sedentary time and increasing physical activity.