„Mensch Opa, du bist noch so fit!“

Abstract

Physical activity is an important part of healthy ageing—an issue that has become increasingly important due to demographic change and longer life expectancy. To promote physical activity in the long term, it is necessary to increase older adults’ awareness of the influence of physical activity on health as well as their interest in being active. This project provides a foundation for the evidence-based design of effective and efficient communicative measures. To this end, the authors identified crucial behavioural determinants and the health information behaviour of people aged 65 and above in Germany using a combination of semi-structured interviews and a standardised telephone survey. On this basis, they were able to outline an evidence-based communication strategy for older adults in Germany in general and in particular for vulnerable target groups.