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Article
Promoting asthma awareness to older adults: Formative research for a social marketing campaign
Faculty of Social Sciences - Papers
  • Uwana Evers, University of Wollongong
  • Sandra C Jones, University of Wollongong
  • Peter Caputi, University of Wollongong
  • Donald C Iverson, University of Wollongong
RIS ID
80749
Publication Date
1-1-2013
Publication Details

Evers, U., Jones, S. C., Caputi, P. & Iverson, D. (2013). Promoting asthma awareness to older adults: Formative research for a social marketing campaign. Journal of Asthma and Allergy Educators, 4 (2), 77-84.

Abstract

The limited existing research on the asthma perceptions of older adults suggests that this population perceives asthma to be a childhood disease and, therefore, believe that they are not susceptible to developing the condition as an adult. The asthma mortality rate is much higher for older adults than for children, and there is considerable negative impact on health-related quality of life. However, health promotion regarding asthma is rarely aimed at this population. To address this issue, social marketing campaign messages and materials about asthma were developed for an older adult population based on quantitative survey data. Through a series of community focus groups, these messages and materials were pretested with older adults to establish the types of asthma health promotion messages, taglines, and images that engage this target audience. Materials that conveyed a "human element" appealed most to older adults, enabling them to relate to the individuals and situations depicted in the images. Positive, empowering messages containing novel information and asking questions of the target population resonated best with older adults. These features should be considered in the development of health promotion campaign materials about chronic disease targeting older adult populations.

Grant Number
ARC/LP0990336
Citation Information
Uwana Evers, Sandra C Jones, Peter Caputi and Donald C Iverson. "Promoting asthma awareness to older adults: Formative research for a social marketing campaign" (2013)
Available at: http://works.bepress.com/sjones/261/