RESHAPE Scientific Meeting January 27, 2023 at 12:30

Luc GOETHALS, PhD Public Health and Social Marketing 

Use of social marketing to promote a fall prevention program for older adults in France

Fall affects one in three people after 65 years old. It can lead to serious consequences. Scientific evidence shows that physical exercise is the most efficient way to prevent falls among older adults. However, despite a global consensus about physical activity to prevent falls, many obstacles remain to increasing participation. The main point is the subscription to fall prevention programs. Social marketing has already proven its usefulness. Nevertheless, it has been lightly used in prevention programs for older adults, especially in the physical activity field. Our general question is: Could the use of the social marketing method be effective in promoting and increasing participation in a falls prevention program for older people in France?
We have demonstrated through a literature review that social marketing holds a strong potential to promote physical activity for elders. Moreover, the communication campaign development and the market studies that we have conducted indicate that the needs and expectations of the targeted audience should be more considered in the prevention program's conception. This thesis work opens the way for social marketing strategies for this specific population in France and confirms that physical activity program subscription is the main concern of their efficiency.