Objective: British South Asians (BSAs) experience a higher incidence of coronary heart disease (CHD) which is not declining in line with the UK national average. Low physical activity levels are likely to contribute to this elevated risk. This study investigated the effectiveness of message framing, cultural sensitivity and their interaction on promoting physical activity among BSAs. Design: One hundred and seventy-nine participants (70 males and 109 females) were randomly allocated to watch one of four films in a 2 (loss vs. gain) × 2 (culturally sensitive vs. non-culturally sensitive) design. Main outcome measures: Measures of self-reported physical activity and behavioural intention were completed at baseline and two-month follow-up. Results: The analysis revealed no main effects for message framing, cultural sensitivity or for the interaction between these factors for self-reported physical activity and behavioural intention. Conclusions: Healthy BSAs appear not to respond to health promotion messages which have been manipulated by message framing or cultural sensitivity. Possible explanations are that despite an increased risk of developing CHD, healthy BSAs may be unwilling to engage in immediate action for a potential future health problem and cultural sensitivity may be irrelevant to a ‘Westernised’ sample. Nevertheless, future research ought to investigate variations of the current intervention by using a larger sample size, targeting a more sedentary population, varying the length and exposure to the intervention in less assimilated groups, clinically symptomatic populations or those at high risk of CHD.
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