Church-Based Social Marketing Motivates Older Adults to Take Balance Classes for Fall Prevention

Dr DiGuiseppi and colleagues have recently completed a cluster randomized controlled trial demonstrating that social marketing through churches, by addressing product, price, place and promotion with more convenient, lower cost classes and messages about staying independent and building social relationships, can successfully reach older adults through churches and motivate them to enrol in balance and strength classes for fall prevention. This presentation will describe the development, implementation and evaluation of the social marketing program.