The communication and marketing team are briefing the group about options for the creative direction for their latest youth physical activity campaign. This chapter discusses three contentions in particular: the dilemma of theory development versus practical applicability in messaging research; the continued need for outcome-oriented physical activity messages; and the behavior change potential of messaging interventions. Given the evidence of the benefits of gain-framed messages for encouraging participation in physical activity, research emphasis can now shift from whether framed messages work to how they can be used to enhance practical outcomes. Messages promoting physical activity often emphasize the benefits of being active or the consequences of being sedentary. From a practical perspective, in accordance with the accumulating body of research evidence, people recommend delivering gain-framed messages in population-based initiatives promoting physical activity behavior.