A local communications campaign was developed and implemented to encourage older adults to become physically active on a regular basis as one strategy to help reduce their risk for a fall.  This campaign, generously funded by St. Joseph’s Care Foundation, was created by representatives from agencies that comprise the Partners in Aging Peterborough...Preventing Falls Amongst Older Adults Coalition:

• The Arthritis Society
• Royal Gardens
• Peterborough Community Access Centre
• St. Joseph's At Fleming
• Osteoporosis Canada
• Community Care Peterborough
• Peterborough County-City Health Unit
• Peterborough Regional Health Centre
• ProHome Health Services
• Victoria Order of Nurses

Exercise messages were developed into three 30-second public service announcements (PSAs) for television to hook older adults on exercise. All three PSAs feature testimonials from older adults who live in Peterborough County and City emphasizing the benefits of regular exercise that they have personally experienced while illustrating the connection between exercise and maintaining independence.  The key messages of the campaign promote activities that are accessible, easily learned, and can be done by older adults with a disability. The PSAs will also encourage family members and caregivers to support older adults to exercise.

The ads were created in conjunction with local exercise and health experts, and feature seniors representing the communities of Peterborough and Ennismore.  The ads have a unique local appeal and authenticity resulting from the input and messaging provided by older adults and their caregivers. 

Research shows that older adults enjoy watching television and that it is an excellent vehicle for reaching them with important health messages. The PSAs will air during peak times for older adult viewing (e.g.) through news and public affairs programming. In addition to the television PSA’s, complimentary radio and print materials will enhance the reach of the message. Print materials will be distributed to seniors’ residences, long-term care facilities, the hospital and health care settings. All campaign materials and content were tested to ensure their suitability for older adults.
 
 
 
 

Last revised/reviewed November 7, 2006