slide1 l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
The Role of Community Partners in Active for Life™ A pilot community wide campaign to encourage adults 50+ to be more PowerPoint Presentation
Download Presentation
The Role of Community Partners in Active for Life™ A pilot community wide campaign to encourage adults 50+ to be more

Loading in 2 Seconds...

play fullscreen
1 / 37

The Role of Community Partners in Active for Life™ A pilot community wide campaign to encourage adults 50+ to be more - PowerPoint PPT Presentation


  • 102 Views
  • Uploaded on

The Role of Community Partners in Active for Life™ A pilot community wide campaign to encourage adults 50+ to be more physically active. Active for Life was created by AARP and the Robert Wood Johnson Foundation to help Americans age 50 and older to live more active lives. An Aging Society.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'The Role of Community Partners in Active for Life™ A pilot community wide campaign to encourage adults 50+ to be more' - nirav


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

The Role of Community Partners in

Active for Life™

A pilot community wide campaign to encourage adults 50+

to be more physically active

slide2
Active for Lifewas created by AARP and the Robert Wood Johnson Foundation to help Americans age 50 and older to live more active lives.
an aging society
An Aging Society

By 2030 the number over 65 will double (20% of the US pop)

  • Healthier, wealthier and better educated
  • Want to remain active physically and in the community
  • Their preferences for where they live and lifestyles will shape communities
  • Active living will become a significant political priority and necessity for quality of life.
active for life campaign may 2002 july 2004 aarp pilots madison wi richmond va
Active for Life CampaignMay 2002 – July 2004AARP pilots: Madison, WI & Richmond, VA

Overall Goals:

  • Increase physical activity among 50+ population in Madison & Richmond
  • Identify methods and messages that support behavior change.
active for life tm program model

Individual-Level Focus

  • Marketing Communications
  • Handbook/Resource Guide
  • Events
  • Earned & bought media
  • Direct mail

Impact

Knowledge

Attitudes

Skills

Efficacy

Behavior Change

Decision

Behavior Change

Health Outcomes

  • Partnership Building
  • 50+ focus/PA focus
  • Forums for collaboration
  • Program support materials
  • Identify and fill gaps

Impact

Sustain AFL mission/goals beyond pilot

Environmental-Level Focus

  • Environmental Change
  • Raise awareness of walk/bike issues
  • Volunteers audit neighborhood potential for physical activity
  • Opportunities for activism to improve neighborhood
  • Unique activities

Impact

Improved opportunities for physical activity

Active for LifeTM Program Model
slide6

Engaging Partners

  • all partner meetings - interactive input
  • early formation of workgroups:
  • environment, program, resources
  • distribution e-mails
  • one on one presentations
  • resources
marketing communications
Marketing Communications
  • To increase awareness and knowledge of recommended physical activity levels
  • To increase awareness and knowledge of community-level physical activity options
  • To influence attitudes that are supportive of behavior change
  • To change physical activity behaviors
marketing communications8
Marketing Communications
  • Paid media
  • Earned media
  • Direct mail to AARP members
  • Interpersonal communications
  • Active for Life Publications
  • Partner newsletters
  • Events
marketing communications9
Marketing Communications

Advertising:

  • Wave One: to build awareness
    • Two advertising approaches
      • Motivational ads, to generate requests for AFL handbook
      • “Retail” ads, to promote specific activities and programs
  • Wave Two: to focus on walking
slide13

Marketing Communications

Media Relations

  • Garnered more than 22 million media impressions
  • Topics
    • Classes, events, environmental change events, assessments, etc.
  • Outcomes
    • Extensively used AFL spokespeople
    • Was consistently positive and on-message
    • Helped drive increasing awareness and behavior change
    • Provided value-add for partnership development
    • Did heavy lifting when advertising was low
    • Supported and enhanced advertising blitzes
    • Allowed more in-depth explanation of AFL program than ads
slide14

Marketing Communications

Direct Mail

  • Flyer promoting Handbook
  • 10K a day: Over 4% registration response to one
  • mailing
  • YMCA walking program in Madison: Increased
  • participation
  • Walking programs at 3 senior centers in Madison:
  • participation quadrupled
slide15

Marketing Communications

Active for Life Publications

  • Active for Life Handbook
  • Community Resource Guides
  • Pedestrian Safety Brochure
  • Rules of the Road
  • Active for Life step counter and booklet
  • Distribution channels:
  • Web, call center, community partner events, partner classes
environmental change
Environmental Change
  • To increase public awareness of the relationship between the built environment, physical activity, and health
  • To increase awareness among policymakers and community leaders
  • To increase activism on topic
  • To improve environments and policies to support sustainedbehavior change
environmental change22
Environmental Change
  • Trained volunteers to audit their communities
  • Built capacity among volunteers to advocate for change
  • Sponsored tours for public officials on public health and safety issues
  • Influenced decision-makers to repair sidewalks and crosswalks
  • Unique activities to promote need to improve built environment
    • Richmond – Walk to School and Photojourney
    • Madison – Pedestrian Flag Project
slide23

Using the Audit Form

Photos by Jim Emery, UNC Chapel Hill

slide24

East End audit results

  • Assessed from March – October 2002
    • 303 road segments
  • Walkability Results
    • 14% Very Good (42 segments)
    • 46% Good (140 segments)
    • 22% Fair (68 segments)
    • 6% Poor (18 segments)
    • 12% No sidewalk (35 segments)

40% need improving

slide26

Results of Project so far…

  • Increased public awareness
  • Gaining support in the City
  • Targeted areas for improvement
  • Walkable Schools
  • High quality data
slide27

Lessons Learned:

Environmental and Policy Change

  • Start early by increasing awareness of the need for supportive built environments.
  • Community involvement requires “ownership” of the program, goals, and strategies.
  • Dedicate staff time to focus solely on policy/environmental change component.
  • Strategically capitalize on political/social opportunities.
slide28

More Lessons Learned:Environmental and Policy Change

  • Facilitate and promote citizen-professional collaboration.
  • Swiftly frame and reframe issues in local media.
  • Build in sustainability from the beginning by influencing organizational policies.
  • Establish a formally-sanctioned committee to champion and steward environmental change.
summary of key points for bikewalk advocates
Summary of Key Points for BikeWalk Advocates

50+ adults

  • natural allies
  • growing numbers and needs for active living
  • political influence

Tips for working with 50+

  • Create opportunities to engage in bike/walk
  • Acknowledge difficulty / encourage effort
  • Explain the connection to community design
  • Provide tools to advocate for change
partnership building
Partnership Building
  • To offer more physical activity choices in the community for people 50+
  • To raise awareness of physical activity program choices for people 50+
  • To gain partner commitment to sustain physical activity outreach
partnership building32
Partnership Building
  • New classes and programs
  • More health club attendees
  • Increased participation in community-level events
  • Active distribution of Community Resource Guides
  • Intergenerational participation
  • Partner events
  • Partner newsletters
slide33

PartnershipsWave 2 Findings

  • The value of the program to partners – their perceptions:
  • Walking transformed the AFL program
  • AFL program transformed walking
  • Tools had a strong and positive impact
  • Advertizing was the biggest driver of awareness and participation levels
  • Partners saw value in the partnerships
  • Association with AARP increased clout, publicity and capabilities
  • AFL played significant role in changing behavior
  • The value of the partners to the program:
    • Enabled national organization to have community impact
    • Enhanced the perception of AARP in the community
    • Mission alignment increased likelihood of success
changes in richmond psra
Changes in Richmond: PSRA
  • There were notable changes from the baseline survey to the one-year point, but then at two years the percentages fell back to those seen six months into the campaign:
    • Percentage of respondents who know the 30 minute Rx increased from 37 to 45%
    • Percentage who said they got moderate or vigorous exercise for 30 minutes 5 times a week increased from 28 to 38%
changes in richmond psra35
Changes in Richmond: PSRA
  • Again, we see the same pattern, increases from baseline to one-year, but then decline:
    • Attendance at physical activity-related community events increased from 13 to 19%
    • Knowledge of “some” community programs increased from 35 to 41%
    • Percentage of those who said they learned more about home-based programs increased from 43 to 49%
changes in madison psra
Changes in Madison: PSRA
  • Only one statistically significant change was noted in Madison: percentage of respondents who know the 30 minute Rx increased from 41 to 47% from baseline to one-year
  • Other measures are trending in the right direction but are not yet significant…
tips for partnership building
Tips for Partnership Building
  • Build on what’s already there
  • Connect unlikely partners – health and livable communities
  • Identify gaps
  • Involve them from the get go
  • Utilize their expertise
  • Line up common goals
  • Provide resources
  • Establish a quick media response system