Support efforts to develop physical activity programs and messages that are targeted to specific segments of the 50+ population.

Identify and synthesize existing consumer market research related to physical activity.
Share research outcomes and data among partners.
Encourage and support Blueprint partners to segment their audiences and to create messages for each segment.
Create/identify/share basic messages/programs that target population segments, have a call to action, and promote meaningful consumer benefits.

AARP (Lead Organization)

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

Organizations would support marketing efforts to the 50+ population, market the benefits of physical activity to insurance companies, and provide an ambassador program list for general marketing purposes.

Obtain access to a delivery system to share research and marketing messages.

Messages should be developed for different consumer segments and markets.

Several Blueprint partner organizations have developed marketing and communication guides to assist organizations and groups with developing effective and targeted messages about physical activity. These resources are available for download from the Blueprint website. Selected materials on how best to prepare materials related to physical activity for older adults have been disseminated by AARP through a variety of outlets including an article published in the Journal on Active Aging.

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