AARP Social Marketing Project

One element of the Active for Life® program was a community demonstration site program conducted by AARP in 2003.

The objectives of the program, which was conducted in Madison, WI and Richmond, VA, were:

The initial program used a social marketing approach to address individual behavior and the environment that supports that behavior. The intervention included the following strategies:

All strategies provided a call to action in which the respondent could receive a personal handbook that would help them to create a self-directed 12-week physical activity program tailored to the individual's stage of readiness as well as instructions about where to get a step counter and how to use it.

The program also used an environmental change approach in which volunteers were trained to assess their neighborhoods and communities to determine to what extent they were activity-friendly, and then to advocate for necessary changes.

Additionally, AARP Active for Life held information briefings and Active Living “tours” for city planners and engineers, transportation officials, elected officials and other policy makers, and has participated in pedestrian safety projects.

There was also collaboration with partnering organizations such as public health, recreation and parks departments, health organizations, environmental groups, faith-based organizations, neighborhood associations, fitness facilities, walking clubs, running clubs, biking clubs and major employers.

For more information, contact Brigid Sanner at bsanner@comcast.net.