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Marketing public health through older adult volunteering: Experience Corps as a social marketing intervention.

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Title: Marketing public health through older adult volunteering: Experience Corps as a social marketing intervention.
Authors: Tan EJ (AUTHOR), Tanner EK (AUTHOR), Seeman TE (AUTHOR), Xue Q (AUTHOR), Rebok GW (AUTHOR), Frick KD (AUTHOR), Carlson MC (AUTHOR), Wang T (AUTHOR), Piferi RL (AUTHOR), McGill S (AUTHOR), Whitfield KE (AUTHOR), Fried LP (AUTHOR)
Source: American Journal of Public Health. Apr2010, Vol. 100 Issue 4, p727-734. 8p.
Subjects: Social marketing, Older volunteers, Citizen participation in public health, Public health, Cultural transmission, Marketing
Geographic Terms: Baltimore (Md.), Maryland
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. [ABSTRACT FROM AUTHOR]
Copyright of American Journal of Public Health is the property of American Public Health Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Marketing public health through older adult volunteering: Experience Corps as a social marketing intervention.
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  Data: <searchLink fieldCode="JN" term="%22American+Journal+of+Public+Health%22">American Journal of Public Health</searchLink>. Apr2010, Vol. 100 Issue 4, p727-734. 8p.
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  Data: <searchLink fieldCode="DE" term="%22Social+marketing%22">Social marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Older+volunteers%22">Older volunteers</searchLink><br /><searchLink fieldCode="DE" term="%22Citizen+participation+in+public+health%22">Citizen participation in public health</searchLink><br /><searchLink fieldCode="DE" term="%22Public+health%22">Public health</searchLink><br /><searchLink fieldCode="DE" term="%22Cultural+transmission%22">Cultural transmission</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Baltimore+%28Md%2E%29%22">Baltimore (Md.)</searchLink><br /><searchLink fieldCode="DE" term="%22Maryland%22">Maryland</searchLink>
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  Data: 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. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of American Journal of Public Health is the property of American Public Health Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
PLink https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=pbh&AN=105156808
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        Value: 10.2105/AJPH.2009.169151
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