Evaluation of AARP's social marketing campaign for the Active for Life initiative
The Foundation's program, Active for Life: Increasing Physical Activity Levels in Adults Age 50 and Older, was designed to encourage adults 50+ to increase activity levels by replicating proven programs in real-world settings and identifying and testing communication strategies for the promotion of physical activity.Social marketing may offer good potential to increase physical activity in people over 50, a major Foundation focus for improving health status. Under this contract, both quantitative and qualitative methods will be used to evaluate the effects of the social marketing campaign undertaken by the AARP under the Foundation's Active for Life initiative. A telephone survey will follow the same panel of 1,200 respondents in 2 cities receiving the social marketing campaign and in 2 matched comparison cities over 5 points in time: 2 baseline surveys prior to the initiation of the social marketing initiative, and 3 follow-up surveys at 6, 12, and 18 months following the launching of the year-long, intensive social marketing/media campaign effort. The evaluation study will examine trends across seasons and compare changes in knowledge, awareness, health-related attitudes, motivation, and behavior regarding physical activities among adults aged 50 and older. In addition, the extent of media exposure and community events will be monitored in order to relate the survey findings to the activities of the campaign. Project deliverables will include a complete data set, baseline report, interim report on preliminary results through the 6-month period, and final report. This project will be considered successful if all deliverables are provided in a timely manner, and if insights are provided about social marketing for community grantees in the Foundation's Active for Life initiative.
Amount Awarded $750,000.00
Awarded on: 3/11/2002
Time frame: 3/1/2002 - 8/31/2003
Grant Number: 41911