A mixed methods evaluation of televised health promotion advertisements targeted at older adults

Abstract

The purpose of this research was to evaluate television advertisements targeted at 55-70-year olds that promoted physical activity and fruit and vegetable consumption. Awareness of the campaign, perceived credibility of the source, intentions to visit a promoted website, and intentions to perform the healthy behaviors were evaluated using mixed methods research. Results from a population level survey (n = 1600) showed low unprompted and prompted awareness of the campaign and no differences in intentions or behaviors among those who were aware of the campaign. Unprompted recall resulted in a very wide range of responses including the citation of many commercial advertisers. Qualitative themes that emerged from the focus groups included neutral, positive, and negative comments about the advertisements, source credibility, website considerations specific to seniors, and suggestions about appropriate advertising for older adults. This research showed that the increased attention paid to the advertisements was due in a large part to negative reactions to the character used in the advertisements. Another important finding was the government was not considered to be a credible source of health information. Finally, health promoters should be cautious about websites as the primary source of information, particularly for older adults. KeywordsTelevision advertisements; Older adults; Survey; Focus groups BackgroundModifiable lifestyle factors such as consuming a diet that includes fruits and vegetables, whole grains, and is low in saturated fat and added sugars can improve health (US Department of Health, 2000). Eating Well with Canada's Food Guide (Health Canada, 2007) CIHR Author ManuscriptCIHR Author Manuscript CIHR Author Manuscript also recommends that adults over the age of 50 consume seven servings of fruits and vegetables and seven servings of grains per day; yet on a daily basis, only 59% of men and 52% of women between the ages of 51 and 70 years consume at least five servings of fruits and vegetables (Statistics Canada, 2007). In addition to a healthy diet, physical activity is an important factor in achieving and maintaining health. Physical inactivity is a modifiable risk factor for cardiovascular disease as well as a number of other negative health outcomes (Warburton, Nicol, & Bredin, 2006). Diseases of the circulatory system are much more prevalent in seniors but these can be improved with physical activity (Taylor et al., 2004). Taylor et al. also provide compelling evidence for the positive role that physical activity can play in bone health and falls prevention in seniors. Although population levels of leisuretime physical activity were on the rise in Canada in the 1980s and 1990s (Craig, Russell, Cameron, & Bauman, 2004), seniors continue to be among the least active, with 50% of men and 65% of women over the age of 65 years classified as inactive (Canadian Fitness and Lifestyle Research Institute, 2005). It is clear that improving diets and increasing levels of physical activity can have...

Increased exposure to community-based education and ‘below the line’ social marketing results in increased fruit and vegetable consumption

“…Confusion between multiple programmes, activities and messaging has been noted in other studies (16,39,40) . In addition, there was some unavoidable contamination of the New England control area with some of the programme strategies such as Fruit 'n' Veg month that occurred across the state.…”

Interventions to promote or maintain physical activity during and after the transition to retirement: an evidence synthesis

“…The studies 170,179 found that recall of a Canadian and an Australian mass media campaign, respectively, was very poor. An advertisement that formed part of the Canadian campaign featured the grim reaper as a warning of what might happen if a healthy lifestyle was not taken up.…”

“…Use of websites as further sources of information were criticised because not everyone has a computer or access to the internet. 179 Participants reporting on the Australian campaign suggested that health promotion messages should not be broadcast on television during the advertisement break as people tend not to view at those times. The recommendations to walk on most days were not perceived by the participants as being strong enough, with most people already carrying out that amount of activity.…”

“…A total of 11 studies were carried out in Australia [167][168][169][170][171][172][173][174][175] or New Zealand, 176,177 four were carried out in Canada, [178][179][180][181] one in South Africa (producing two papers) 182,183 and one in Chile 184 ( Figure 9). …”

“…In summary, recall of mass media campaign messages can be poor, 170,179 although messages that are striking may be better remembered providing they are appropriate to the target audience. Campaigns can have a negative effect if messages are delivered in a way that is perceived as scare-mongering or paternalistic, or no effect if the audience is not able to access follow-up information.…”