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

John-Leader, Franklin, van Beurden, Eric, Barnett, Lisa, Hughes, Karen, Newman, Beth, Sternberg, Jason and Dietrich, Uta (2008) Multimedia campaign on a shoestring: Promoting 'Stay Active - Stay Independent' among seniors. Health Promotion Journal of Australia, 19 1: 22-28.

Author John-Leader, Franklin
van Beurden, Eric
Barnett, Lisa
Hughes, Karen
Newman, Beth
Sternberg, Jason
Dietrich, Uta
Title Multimedia campaign on a shoestring: Promoting 'Stay Active - Stay Independent' among seniors
Journal name Health Promotion Journal of Australia   Check publisher's open access policy
ISSN 1036-1073
Publication date 2008-04
Sub-type Article (original research)
Volume 19
Issue 1
Start page 22
End page 28
Total pages 7
Place of publication North Melbourne, Vic, Australia
Publisher Australian Health Promotion Association
Language eng
Subject 11 Medical and Health Sciences
1117 Public Health and Health Services
Formatted abstract
 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.

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.

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.

It is possible to develop and deliver a well-designed, multi-media 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. 
Keyword Health Promotion
Health Promotion, methods
Health Promotion
Statistics and numerical data
Mass Media
Rural Population
Social Marketing
Q-Index Code C1
Q-Index Status Provisional Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
School of Nursing, Midwifery and Social Work Publications
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Created: Fri, 08 Jan 2010, 14:23:27 EST by Tara Johnson on behalf of Faculty Of Health Sciences