Evaluation of Medway Can: Using the RE-AIM framework to explore the impact and implementation

The social marketing campaign ‘Medway Can’ was commissioned by Medway Council and developed by Hitch, a marketing and behaviour change agency. Medway Can encourages Medway residents to be more active and more often and offers resources for healthy eating. This is part of the whole system approach that Medway Council is taking to address the increased prevalence of obesity. The campaign was divided into three phases between June 2022 and April 2023 using media, marketing, community events, local schools, and businesses to join the movement. Phase 1 (June- August 2022) focused on improving physical activity and encouraging Medway residents to travel ‘around the world’ by logging activity on the Medway Can website. Phase 2 (September- December 2022), continued to focus on physical activity with modifications in response to an interim evaluation (included as an Appendix). The campaign included targeted activities for primary schools (e.g., hedgehog walk nature walk, Daily Mile, Star Jump Challenge) and Medway residents through community events (e.g., Elf Walk, inclusive sports day, Pentagon promotional event). Phase 3 (January- April 2023) widened the scope of the campaign to include messages and resources on healthy eating, community cooking events, and sharing of budget-conscious recipes. Alongside the main campaign activities, local voluntary and community groups could apply for funding to support activities aligned with the aims of the campaign.