The main objective of the proposed research is to experimentally test and inform the most effective brand attributes that is to be featured in the forthcoming Canadian 24-Hour Movement Guidelines for Adults. Specifically, there are two main objectives. The first objective is to determine the most preferred tagline associated with the new Guidelines among a sample of Canadian adults. The second objective is to experimentally test if this new attribute fosters stronger perceptions of self-efficacy among an adult sample, when compared to previous threshold-based approaches.

Inclusion Criteria:

• between 18-64 years
• Canadian

Exclusion Criteria:

• cannot read/write in English
• already self-reported meeting Guideline recommendations for all three behaviours (physical activity, sedentary behaviour, and sleep)
• self-reported medical condition and/or sleep condition that would prevent individual from meeting the Guideline recommendations