title: Multimedia campaign on a shoestring: promoting 'Stay Active - Stay Independent' among seniors.
abstract: OBJECTIVE
  This paper describes a multimedia campaign implemented in rural New South Wales on a budget smaller than that typical of many published campaigns. The 'To Be Young at Heart - Stay Active Stay Independent' (SASI) campaign was one arm of a multi-strategic program to reduce falls among seniors by promoting physical activity.
  
  
  METHODS
  This 18-month campaign used social marketing techniques. Central to this campaign was strong formative research, significant use of corporate, community and media partnerships and a detailed, strategic distribution plan. Campaign reach was evaluated by a community intercept survey.
  
  
  RESULTS
  A variety of high-quality information, education and communication (IEC) resources were developed. Overall, the campaign cost was calculated at USD 191,000. The actual cost of USD 42,000 (excluding staff time) was used to generate almost double this amount in sponsorship (USD 82,000). In the mid-campaign reach survey, 36% recognised the campaign and attributed this to television (58%), newspaper (33%), poster (13%) and bus-back advertising (8%). Of these respondents, 21% reported seeking information about physical activity, 33% reported increased intention to be more active, and 22% reported becoming more active as a result of the campaign.
  
  
  CONCLUSIONS
  It is possible to develop and deliver a well-designed, multi-media campaign on a limited budget by using sound formative research and engaging community and corporate partners to generate sponsorship. An effective distribution strategy is crucial and may require additional partnerships at State or national level.
authors.affiliation: Health Promotion, North Coast Area Health Service, New South Wales. franklin.john-leader@ncahs.health.nsw.gov.au
authors.forename: Franklin
authors.initials: F
authors.lastname: John-Leader
authors.forename: Eric
authors.initials: E
authors.lastname: Van Beurden
authors.forename: Lisa
authors.initials: L
authors.lastname: Barnett
authors.forename: Karen
authors.initials: K
authors.lastname: Hughes
authors.forename: Beth
authors.initials: B
authors.lastname: Newman
authors.forename: Jason
authors.initials: J
authors.lastname: Sternberg
authors.forename: Uta
authors.initials: U
authors.lastname: Dietrich
mesh_terms: D000058:Accidental Falls / Q000517:prevention & control; D000368:Aged; D002017:Budgets; D003146:Communications Media / Q000191:economics* / Q000706:statistics & numerical data; D006293:Health Promotion / Q000191:economics* / Q000379:methods*; D006801:Humans; D009043:Motor Activity; D009517:New South Wales; D040241:Social Marketing