Older Adults’ Perceptions of a Church-Based Social Marketing Initiative to Prevent Falls Through Balance and Strength Classes

2021 ◽  
pp. 073346482098428
Author(s):  
Lauren Clark ◽  
Sallie Thoreson ◽  
Cynthia W. Goss ◽  
Mark Marosits ◽  
Lorena Marquez Zimmer ◽  
...  
Keyword(s):  
Public Health ◽  
Older Adults ◽  
Social Marketing ◽  
Fall Prevention ◽  
Church Leaders ◽  
Interpretive Description ◽  
The Social ◽  
Strength Based ◽  
Exercise Classes ◽  
Marketing Messages

Despite evidence that balance and strength training and other multicomponent exercise classes reduce the risk and rate of falls and fall-related injuries, few older adults participate. To increase uptake of balance- and strength-based fall-prevention classes, we designed and implemented a social marketing program, delivered through churches. Diverse stakeholders in this social marketing initiative included class participants, instructors, church leaders and members, and public health and recreation partners. We used interpretive description to explore perceptions of the social marketing messages and the barriers and facilitators older church members encountered to balance-class enrollment and adherence. The results were three practical, clinically relevant thematic summaries of older adults’ experience. The marketing initiative succeeded in helping older adults hear about the classes, decide whether classes fit their lifestyle and needs, and continue attendance.

Influencing strategy lessons from the world of social marketing

2018 ◽  
Vol 34 (1) ◽  
pp. 8-9
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Health Problem ◽  
Design Methodology ◽  
Public Health Problem ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Marketing Effectiveness ◽  
The Social

Purpose This paper aims to present a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem. Findings The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Originality/value The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.

scholarly journals The Integration of Behavioural Change Models in Social Marketing Programs in Public Health

2019 ◽  
Vol 2 (1) ◽  
pp. 30-39
Author(s):  
Oxana Savciuc ◽  
Alina Timotin
Keyword(s):  
Public Health ◽  
Social Marketing ◽  
Behavioural Change ◽  
Health Sector ◽  
Marketing Research ◽  
Marketing Mix ◽  
Change Models ◽  
The Social ◽  
Consumer Orientation ◽  
Alternative Techniques

Abstract The aim of the paper is to provide a conceptual theoretical framework of the integration of the theories and models of behavioural change in the marketing mix of the social marketing programs applied in public health. A second purpose is to highlight the benefits of social marketing over alternative techniques used in programs that are designed to influence health behaviour. The research is a conceptual one, that uses both theoretical (through examination of theories and concepts) and applied approaches (through examination of particular cases and examples). In the specialized literature there are presented multiple models/theories of behavioural change, but their specific application in the marketing mix of the social marketing programs is insufficiently described. The need to use these theories in the public health sector arises from the extended application of social marketing in this field and the specificity of the domain. Eight main theories of behaviour change were studied according to their purpose, variables (possibility of segmentation) and limits. Accordingly, the study presents how these theories can be integrated in the process of social marketing implementation in defining the marketing mix strategy. In this regard, it is important to underline the advantages of using social marketing (in contrast to alternative techniques like PRECEDE/PROCEED or the ecological models), namely: it is based on consumer orientation, uses marketing research, creates attractive exchanges, considers competition, uses the marketing mix, ensures management of the processes. In addition, some elements of the alternative techniques can be taken over in the application of social marketing. Social marketing is a very useful practical tool, but it needs a well-grounded theoretical support in order to gain ground in front of other similar theories. This paper tends to enhance the theoretical tools available for researchers and practitioners.

scholarly journals Building a social marketing Strategy to reduce alcohol-related harm in France

2019 ◽  
Vol 29 (Supplement_4) ◽  
Author(s):  
M Hochet ◽  
G Quatremère ◽  
R Andler ◽  
C Cogordan ◽  
V Nguyen Thanh
Keyword(s):  
Public Health ◽  
Alcohol Consumption ◽  
Harm Reduction ◽  
Marketing Strategy ◽  
Social Marketing ◽  
The Social ◽  
Set Up ◽  
Alcohol Harm Reduction ◽  
Alcohol Related Harm ◽  
Related Harm

Abstract Background Alcohol use ranks among the top three risk factors in France, leading to about 40 000 deaths annually. French health authorities wished to renew the public health message about alcohol consumption and build a social marketing Strategy to lower the social and health consequences of alcohol consumption in France. Objectives Two main steps were followed: 1) gathering a group of experts to provide up-to-date low-risk drinking guidelines, 2) building, testing and implementing a social marketing Strategy based on this expertise. Results In 2017, the group of experts established low-risk drinking Guidelines based on both scientific evidence and socially acceptable risks for the French population. They suggested to increase awareness on alcohol-related harm as well as on the new Guidelines. In 2018, a social marketing Strategy was set up by Santé publique France, the French national public health Agency. Qualitative and quantitative pretests allowed to develop understandable and potentially effective communication materials consisting of the following message: “To protect your health, no more than 2 alcoholic drinks a day, and not every day”. A web-based brief intervention to assess a person’s alcohol consumption was developed, based on a previous tool whose effectiveness had been demonstrated. In 2019, the Campaign was launched: health professionals were informed at first, followed by a national mass media Campaign that was broadcasted for 3 weeks, targeting the general population (TV, radio, press, the Internet). Conclusions It is the first time in France that such a global Strategy is set up to promote an alcohol harm reduction message. A robust evaluation is in progress but this structured approach seems feasible and reproducible abroad. Key messages In France, an alcohol harm reduction Strategy has been built up and implemented, based on scientifically-established Guidelines. The social marketing campaign is rigorously evaluated to assess its impact and portability.

scholarly journals Physical Distancing and Social Connectedness Among Older Adults

2021 ◽  
Vol 5 (Supplement_1) ◽  
pp. 37-37
Author(s):  
Julie Lutz ◽  
Emily Bower ◽  
Ellen Beckwith ◽  
Julie Choi ◽  
Kim Van Orden
Keyword(s):  
Public Health ◽  
Older Adults ◽  
Mixed Methods ◽  
Social Interactions ◽  
Social Connectedness ◽  
Qualitative Interviews ◽  
Elevated Risk ◽  
Mixed Methods Study ◽  
Functional Impairments ◽  
The Social

Abstract The COVID-19 pandemic has significantly impacted older adults; due to elevated risk, many older adults have followed physical distancing guidelines. These efforts, while critical to public health, have also impacted the social interactions and connectedness of older adults. In this mixed-methods study, we conducted qualitative interviews and administered questionnaires to 23 adults age 60 and older to examine how physical distancing has affected their social connectedness; what strategies and supports they have utilized to maintain or improve social connectedness despite physical distancing; and what types of supports, programs, and interventions they feel could promote and foster social connectedness among older adults during physical distancing. The results may have implications not only for the pandemic, but also for older adults who cannot leave their homes or experience barriers to typical social activities for any reason (e.g., being homebound, having functional impairments).

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