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

Abstract

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.

Influential social marketing interventions in physical activity promotion

“…providing services that facilitate desirable behaviors) to target audiences to change their behavior (Lee and Kotler, 2011). The product factors influencing the physical activity are "diverse sports services and activities" (Kubacki et al, 2017;Tweneboah-Koduah et al, 2019;Goethals et al, 2020), "organizing social marketing conventions to develop sport for all" (Huhman et al, 2017;Clark et al, 2021), "providing essential information and consulting services" (Luecking et al, 2017;Fenerty et al, 2016), "engaging athletic volunteers in sport for all developments" (Tan et al, 2010), "establishing specialized social marketing committees" (Fenerty et al, 2016;Dearing et al, 2006) and "survey of society's interests and preferences regarding sports" (Kamada et al, 2013;Richert et al, 2007).…”