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Marketing Public Health Through Older Adult Volunteering: Experience Corps as a Social Marketing Intervention
- Source :
- American Journal of Public Health. 100:727-734
- Publication Year :
- 2010
- Publisher :
- American Public Health Association, 2010.
-
Abstract
- Objectives. We present a social marketing conceptual framework for Experience Corps Baltimore City (EC) in which the desired health outcome is not the promoted product or behavior. We also demonstrate the feasibility of a social marketing–based recruitment campaign for the first year of the Baltimore Experience Corps Trial (BECT), a randomized, controlled trial of the health benefits of EC participation for older adults. Methods. We recruited older adults from the Baltimore, MD, area. Participants randomized to the intervention were placed in public schools in volunteer roles designed to increase healthy behaviors. We examined the effectiveness of a recruitment message that appealed to generativity (i.e., to make a difference for the next generation), rather than potential health benefits. Results. Among the 155 participants recruited in the first year of the BECT, the average age was 69 years; 87% were women and 85% were African American. Participants reported primarily generative motives as their reason for interest in the BECT. Conclusions. Public health interventions embedded in civic engagement have the potential to engage older adults who might not respond to a direct appeal to improve their health.
- Subjects :
- Male
Volunteers
Gerontology
medicine.medical_specialty
Research and Practice
Health Status
Health Behavior
Social Welfare
Health Promotion
law.invention
fluids and secretions
Randomized controlled trial
law
Intervention (counseling)
medicine
Humans
Sociology
Aged
Chi-Square Distribution
Generativity
Public health
Public Health, Environmental and Occupational Health
equipment and supplies
Social marketing
Health promotion
Conceptual framework
Social Marketing
Baltimore
Costs and Cost Analysis
Income
Female
Subjects
Details
- ISSN :
- 15410048 and 00900036
- Volume :
- 100
- Database :
- OpenAIRE
- Journal :
- American Journal of Public Health
- Accession number :
- edsair.doi.dedup.....460002d43cae75660c1750be7a956bb1