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

journal contribution
posted on 01.04.2008, 00:00 authored by F John-Leader, E van Beurden, Lisa BarnettLisa Barnett, K Hughes, B Newman, J Sternberg, U Dietrich
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.

History

Journal

Health promotion journal of Australia

Volume

19

Issue

1

Pagination

22 - 28

Publisher

Australian Health Promotion Association

Location

West Perth, W.A.

ISSN

1036-1073

eISSN

1753-6405

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2008, Australian Health Promotion Association