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

Abstract

Background: Falls are a significant source of morbidity in people aged 65 and over, affecting one in three people in this age group. The scientific evidence indicates that physical activity is the most effective method for preventing falls among seniors. Although public health professionals often use social marketing is to design and plan successful interventions, its use to promote physical activity and prevent falls among older people remains low. This article aims to provide a new systematic literature review of social marketing interventions promoting physical activity and targeting people aged 60 and over. Methods: Following PRISMA guidelines, we searched for relevant articles in five primary databases using predefined search and inclusion criteria. Two independent coders analysed the selected articles to identify evidence of the seven social marketing benchmark criteria, defined by experts in the field as the common elements that contribute to social marketing success. Results: The final review included twenty articles covering six interventions. Of the studies selected, two specifically targeted over 60-year-olds, whereas the others segmented the population into several age-based subcategories, including over 60-year-olds. Five interventions highlighted positive results for the participants with an increase in participation or an increase in physical activity level. None of the six interventions selected for this literature review implemented the entire social marketing approach. Conclusion: Few published interventions mobilise the seven social marketing criteria. Further research is required to encourage uptake and inclusion in successful social marketing interventions to increase program effectiveness in this target population.