The American Association for Retired Persons (AARP) conducted a social marketing project from 2002 to 2004 to promote increased physical activity in Richmond, Va., and Madison, Wis., two demonstration sites under the Robert Wood Johnson Foundation's (RWJF) national program, Active for Life®: Increasing Physical Activity Levels in Adults 50 and Older.
AARP's project, called the Active for Life Campaign, was the marketing communications component of RWJF's national program. The campaign had two additional components: partnership/coalition-building and environmental change.
RWJF also contracted with two firms that conducted evaluations of aspects of the demonstration projects: Sutton Group on the partnership component in Richmond and Madison; and Princeton Survey Research Associates to conduct a multiyear, multiwave survey of the projects' impact in Richmond and Madison.
The partnership/coalition building and environmental change efforts had mixed results:
Results of the marketing communications, based on the Princeton Survey Research Associates' survey findings included: