University of California Los Angeles, USA.
Colorado Department of Public Health and Environment, Denver, USA.
J Appl Gerontol. 2021 Nov;40(11):1475-1482. doi: 10.1177/0733464820984288. Epub 2021 Jan 6.
Despite evidence that balance and strength training and other multicomponent exercise classes reduce the risk and rate of falls and fall-related injuries, few older adults participate. To increase uptake of balance- and strength-based fall-prevention classes, we designed and implemented a social marketing program, delivered through churches. Diverse stakeholders in this social marketing initiative included class participants, instructors, church leaders and members, and public health and recreation partners. We used interpretive description to explore perceptions of the social marketing messages and the barriers and facilitators older church members encountered to balance-class enrollment and adherence. The results were three practical, clinically relevant thematic summaries of older adults' experience. The marketing initiative succeeded in helping older adults hear about the classes, decide whether classes fit their lifestyle and needs, and continue attendance.
尽管有证据表明平衡和力量训练以及其他多成分运动课程可以降低跌倒风险和跌倒相关伤害的发生率，但很少有老年人参与。为了提高基于平衡和力量的防跌倒课程的参与度，我们设计并实施了一个通过教堂提供的社会营销计划。这个社会营销计划的不同利益相关者包括课程参与者、教练、教会领袖和成员，以及公共卫生和娱乐合作伙伴。我们使用解释性描述来探索老年人对社会营销信息的看法，以及他们在参加平衡课程时遇到的障碍和促进因素。结果是对老年人经验的三个实用的、临床相关的主题总结。营销计划成功地帮助老年人了解课程，决定课程是否符合他们的生活方式和需求，并持续参加课程。
