Multimedia campaign on a shoestring : promoting 'Stay Active - Stay Independent' among seniors

John-Leader, Franklin, van Beurden, Eric, Barnett, Lisa, Hughes, Karen, Newman, Beth, Sternberg, Jason and Dietrich, Uta 2008, Multimedia campaign on a shoestring : promoting 'Stay Active - Stay Independent' among seniors, Health promotion journal of Australia, vol. 19, no. 1, pp. 22-28.

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Title Multimedia campaign on a shoestring : promoting 'Stay Active - Stay Independent' among seniors
Author(s) John-Leader, Franklin
van Beurden, Eric
Barnett, LisaORCID iD for Barnett, Lisa
Hughes, Karen
Newman, Beth
Sternberg, Jason
Dietrich, Uta
Journal name Health promotion journal of Australia
Volume number 19
Issue number 1
Start page 22
End page 28
Total pages 7
Publisher Australian Health Promotion Association
Place of publication West Perth, W.A.
Publication date 2008-04
ISSN 1036-1073
Keyword(s) falls prevention
physical activity
multi-media campaign
social marketing
Summary Issue addressed: This paper describes a multimedia campaign implemented in rural New South Wales on a budget smaller than that typical of many published campaigns. The 'To Be Young at Heart- Stay Active Stay Independent' (SASI) campaign was one arm of a multi- strategic program to reduce falls among seniors by promoting physical activity. Methods: This 18-month campaign used social marketing techniques. Central to this campaign was strong formative research, significant use of corporate, community and media partnerships and a detailed, strategic distribution plan. Campaign reach was evaluated by a community intercept survey. Results: A variety of high quality information, education and communication (IEC) resources were developed. Overall, the campaign cost was calculated at $191,000. The actual cost of $42,000 (excluding staff time) was used to generate almost double this amount in sponsorship ($82,000). In the mid-campaign reach survey, 36% recognised the campaign and attributed this to television (58%), newspaper (33%), poster (13%) and bus-back advertising (8%). Of these respondents, 21% reported seeking information about physical activity, 33% reported increased intention to be more active, and 22% reported becoming more active as a result of the campaign. Conclusions: It is possible to develop and deliver a well designed, multimedia campaign on a limited budget by using sound formative research and engaging community and corporate partners to generate sponsorship. An effective distribution strategy is crucial and may require additional partnerships at State or national level.
Language eng
Field of Research 111799 Public Health and Health Services not elsewhere classified
Socio Economic Objective 970111 Expanding Knowledge in the Medical and Health Sciences
HERDC Research category C1.1 Refereed article in a scholarly journal
HERDC collection year 2008
Copyright notice ©2008, Australian Health Promotion Association
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Document type: Journal Article
Collections: Faculty of Health
School of Health and Social Development
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