‘Get Your Life Back’: process and impact evaluation of an asthma social marketing campaign targeting older adults

Abstract

BackgroundAsthma in older adults is underdiagnosed and poorly self-managed. This population has little knowledge about the key symptoms, the prevalence among older adults, and the serious consequences of untreated asthma. The purpose of this study was to undertake a multifaceted evaluation of a social marketing campaign to increase asthma awareness among older adults in a regional Australian community.MethodsA cohort of older adults in an intervention region (n = 316) and a control region (n = 394) were surveyed immediately prior to and following the social marketing campaign. Campaign awareness, message recall, materials recognition, and actions taken as a result of the campaign were assessed in both regions. Asthma knowledge and perceptions, experience of asthma symptoms, and general health were also assessed in both regions at baseline and follow-up. Analyses were conducted to explore the effects of the campaign in the intervention region, and to examine outcomes among different audience segments.ResultsThe survey data showed that those in the target segments (Wheezers and Strugglers) had better message recall, and were more likely to report having taken action to control their respiratory symptoms. The campaign significantly increased the number of calls to an asthma information line from the target audience in the intervention community.ConclusionsA theory-based social marketing campaign conducted over 3-months increased the asthma information seeking behaviours of older adults in the intervention community compared to the control community. Recommendations are outlined for future community health promotion campaigns targeting older adults.

Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature

“…No available reviews have focused specifically on researching and selecting social marketing interventions to increase physical activity level among older adults that use a minimum of social marketing criteria to ensure the quality of the intervention. However, as a result of differences in reporting intervention outcomes, a meta-analysis could not be undertaken [24].…”

Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature

“…No available reviews have focused speci cally on researching and selecting social marketing interventions to increase physical activity level among older adults that use a minimum of social marketing criteria to ensure the quality of the intervention. However, as a result of differences in reporting intervention outcomes, a meta-analysis could not be undertaken (24).…”

Social marketing interventions to promote physical activity among 60 years and older: a systematic review of the literature

“…Successful health interventions based on social marketing principles have been achieved in domains such as smoking prevention, obesity prevention, as well as in the reduction of the use of alcohol have (13)(14)(15). Moreover, these social marketing initiatives have been effective in different age groups, including adolescents (21), adults (22), and older people (23).…”