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Communicating with older people about physical activity.
Simone Pettigrew1, Michelle I Jongenelis2, Rajni Rai3
1The George Institute for Global Health, University of New South Wales, Sydney, New South Wales.
Australian and New Zealand Journal of Public Health
|October 14, 2021
Summary
Public service advertisements featuring diverse older adults engaging in various physical activities effectively motivate seniors. These ads are perceived as relevant and believable, encouraging increased physical activity across different subgroups.
Area of Science:
- Public Health
- Gerontology
- Health Communication
Background:
- Encouraging physical activity in older adults is crucial for healthy aging.
- Limited research exists on effective communication strategies for this demographic.
Purpose of the Study:
- To test the effectiveness of a public service advertisement (PSA) designed for older audiences.
- To assess the PSA's impact on motivation, perceived attributes, and elicited feelings regarding physical activity.
Main Methods:
- A survey of 1,200 Australians aged 50+ years was conducted.
- Assessed motivation (intrinsic/extrinsic), perceived believability, relevance, effectiveness, and feelings.
- Included open-ended questions for qualitative feedback on ad effectiveness.
Main Results:
- The PSA received high scores for perceived effectiveness, likeability, believability, and personal relevance.
- Motivation measures indicated moderate to high engagement.
- Positive feelings like interest, inspiration, hope, and determination were elicited, though other feelings were generally low.
Conclusions:
- Physical activity promotion ads can motivate older adults across diverse age and socioeconomic groups.
- Effective PSAs should depict relatable older individuals participating in a variety of suitable activities.
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