Chand Benjamin R, Veerhuis Nadine, Traynor Victoria
School of Health and Society, University of Wollongong, Wollongong, Australia.
Aged Dementia Health Education and Research, School of Nursing, University of Wollongong, Wollongong, Australia.
Traffic Inj Prev. 2023;24(3):224-231. doi: 10.1080/15389588.2023.2169044. Epub 2023 Feb 10.
Driving is pivotal to successful aging, yet older people may need to adapt their driving to changes associated with aging or transition to driving retirement at some stage. However, most older people are reluctant to discuss or plan for changes to their future mobility. This study describes formative research to inform a social marketing campaign to promote the "DRIVING AND STAYING INDEPENDENT" resource assisting older drivers to make informed decisions about timely changes to their driving.
Semi-structured interviews were conducted with 16 drivers aged between 67 and 84 years living in the state of NSW, Australia. A discussion guide based on social marketing principles was used to explore the perspectives and experiences of older drivers seeking health and driving information. Thematic analysis was conducted on the interview data.
Succinct, clear messages with a clear call to action were identified as essential features of social marketing campaigns targeting older drivers. Realistic portrayals of older people in marketing material are important in engaging the audience. Older drivers preferred positive messages that emphasize the relevance of the product to them. Trusted and reputable sources were of utmost importance when seeking health and driving information. Traditional channels such as TV and radio remain the dominant media consumed by the older participants, however, digital resources are being used increasingly.
This study provides important insights for an evidence-based social marketing campaign promoting the "DRIVING AND STAYING INDEPENDENT" resource to older drivers. The findings add to the limited literature on campaigns targeting older adults and may prove valuable for promoting other issues relevant to older adults. Campaigns targeting older drivers should consider selecting clear messages, demonstrating relevance to the audience, using trustworthy sources and selecting channels used by older adults.
驾驶对于成功老龄化至关重要，但老年人可能需要在某些阶段使他们的驾驶适应与衰老相关的变化，或者过渡到停止驾驶。然而，大多数老年人不愿讨论或规划其未来出行方式的变化。本研究描述了形成性研究，以为一项社会营销活动提供信息，该活动旨在推广“驾驶与保持独立”资源，以帮助老年驾驶员就及时改变驾驶方式做出明智决策。
对居住在澳大利亚新南威尔士州的16名年龄在67至84岁之间的驾驶员进行了半结构化访谈。使用基于社会营销原则的讨论指南，探讨寻求健康和驾驶信息的老年驾驶员的观点和经历。对访谈数据进行了主题分析。
简洁、清晰且带有明确行动呼吁的信息被确定为针对老年驾驶员的社会营销活动的基本特征。营销材料中对老年人的真实描绘对于吸引受众很重要。老年驾驶员更喜欢强调产品与他们相关性的积极信息。在寻求健康和驾驶信息时，可靠和声誉良好的来源至关重要。电视和广播等传统渠道仍然是老年参与者消费的主要媒体，然而，数字资源的使用也越来越多。
本研究为一项基于证据的社会营销活动提供了重要见解，该活动向老年驾驶员推广“驾驶与保持独立”资源。这些发现补充了关于针对老年人的活动的有限文献，可能对推广与老年人相关的其他问题具有价值。针对老年驾驶员的活动应考虑选择清晰的信息、证明与受众的相关性、使用可靠的来源以及选择老年人使用的渠道。
