'Get Your Life Back': process and impact evaluation of an asthma social marketing campaign targeting older adults

Background: Asthma in older adults is underdiagnosed and poorly self-managed. This population has little

knowledge about the key symptoms, the prevalence among older adults, and the serious consequences of

untreated asthma. The purpose of this study was to undertake a multifaceted evaluation of a social marketing

campaign to increase asthma awareness among older adults in a regional Australian community.

Methods: A cohort of older adults in an intervention region (n = 316) and a control region (n = 394) were surveyed

immediately prior to and following the social marketing campaign. Campaign awareness, message recall, materials

recognition, and actions taken as a result of the campaign were assessed in both regions. Asthma knowledge and

perceptions, experience of asthma symptoms, and general health were also assessed in both regions at baseline

and follow-up. Analyses were conducted to explore the effects of the campaign in the intervention region, and to

examine outcomes among different audience segments.

Results: The survey data showed that those in the target segments (Wheezers and Strugglers) had better message

recall, and were more likely to report having taken action to control their respiratory symptoms. The campaign

significantly increased the number of calls to an asthma information line from the target audience in the

intervention community.

Conclusions: A theory-based social marketing campaign conducted over 3-months increased the asthma

information seeking behaviours of older adults in the intervention community compared to the control community.

Recommendations are outlined for future community health promotion campaigns targeting older adults.