Using health risk assessments to target and tailor: An innovative social marketing program in aged care facilities.

The number of Australians over the age of 65 years is expected to double by 2021. Many

older Australians suffer from one or more chronic diseases – including cancer, coronary heart

disease, respiratory diseases (AIHW, 2009) resulting in increased morbidity and mortality,

lower quality of life and a higher need for health care (Hickey and Stilwell, 1991). There is

increasing evidence that the adoption of healthy lifestyles can have significant benefits even

into older age (Haveman-Nies et al, 2002). This project utilized a social marketing framework

to support aged residents of retirement homes to adopt healthy lifestyle behaviours to

improve their health.