Social Marketing Encouraging Exercise in the Elderly
Our new paper, examining how Social Marketing can be used to encourage exercise and physical activity in the elderly is now available pre-print from Social Marketing Quarterly.
Although physical activity is enormously beneficial for people over 65, only few researchers and even fewer social marketing activities have target this age group specifically. As this age group has quite different assumptions about and different needs in relation to exercise than younger target audiences, we show in the paper how a potentially successful social marketing intervention can be developed. We used grounded theory to explore the different needs and ways in which an intervention can target a senior target group. We then complemented this, by using developing a potential intervention based on the Transtheoretical Model.