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Multimedia campaign on a shoestring : promoting 'Stay Active - Stay Independent' among seniors
journal contribution
posted on 2008-04-01, 00:00 authored by F John-Leader, E van Beurden, Lisa BarnettLisa Barnett, K Hughes, B Newman, J Sternberg, U DietrichIssue 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.
History
Journal
Health promotion journal of AustraliaVolume
19Issue
1Pagination
22 - 28Publisher
Australian Health Promotion AssociationLocation
West Perth, W.A.ISSN
1036-1073eISSN
1753-6405Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2008, Australian Health Promotion AssociationUsage metrics
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