Develop a population-segmented mass-marketing campaign to increase knowledge and awareness levels related to physical activity and fitness among the 50+ population.

Form a marketing/communication committee to interface with national organizations.
Assess existing marketing strategies and other research data.
Disseminate information to Blueprint partner organizations.
Identify key partners including media and corporations.
Estimate resources and costs.

AARP (Lead Organization)

Administration on Aging, American Council on Exercise, International Health, Racquet and Sportsclub Association, IDEA Health & Fitness Association, International Council on Active Aging, President's Council on Physical Fitness and Sports, SGMA International, and other organizations.

Secure funding for demonstration projects.
Identify potential funding sources for a national media campaign.
Population-segmented marketing strategies are needed.

Marketing strategies should be targeted specifically to population segments, such as the frail elderly, adults age 50 to 60, and adults age 75+.

AARP has implemented two major demonstration projects related to marketing physical activity to the age 50 and older population. The demonstration projects are located in Madison, Wisconsin and Richmond, Virginia. AARP will share outcomes from the demonstration projects as soon as they become available. Selected materials on how best to market physical activity to older adults have been disseminated by AARP through a variety of outlets including an article published in the Journal on Active Aging.

Return to Strategic Priorities for Increasing Physical Activity