Active-Plus

We have been working hard to complete the first phase. Here are some headline findings from the first focus groups:

Perception Problems -There are major misconceptions about good levels of physical activity – actually not only amongst people who are over 65 – but also amongst care providers.

Relevance of Messages -Many of the messages directed at increasing physical activity are not considered relevant by people over 65. This includes social marketing messages who often emphasize other benefits then health benefits.

Perception of Exercise – Physical symptoms of exercise, i.e. being out of breath or muscle soreness were seen as negative signs – and interpreted as a sign to go slow or stop exercising.

Media Channels – Advertising was seen as the least effective way to promote messages. Better channels included health practitioners and “product placement” in the form of role models and discussions on radio.

Branding – “Senior” brands were largely rejected – but “keeping young” and fit were seen as attractive.

More details can be found here: 65+ and Active

Active-Plus is a new research initiative starting in April 2011. We are build upon social marketing, the application of marketing principles to achieve societal benefits, and apply it to promote health, well-being and welfare of older people. Using a wide selection of conceptual frameworks, we develop in-depth insights and frameworks to guide future Social Marketing intervention design. Our focus is on attitudes, aspirations and fears relating to health related decisions, especially preferred sources of information and the levels of credibility and trust of ageing people in order to guide effective intervention design. We identify optimal communication channels and delivery modes to guide and support pro-active choices regarding health issues in later life.