Marketing Public Health Through Older Adult Volunteering

Experience Corps as a Social Marketing Intervention

Bibliographic Data

ID11029377
AuthorsErwin J Tan (Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Elizabeth K Tanner (0000-0003-2491-7166, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Teresa Seeman (0000-0001-8583-4239, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Teresa E Seeman, Qian-Li Xue (Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Qian‐Li Xue (0000-0001-8818-7444, Johns Hopkins University), George W Rebok (0000-0002-5371-8767, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Kevin D Frick (0000-0002-0178-5319, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Michelle C Carlson (0000-0003-2465-7421, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Tao Wang (0000-0002-8367-8946, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Rachel L Piferi (Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Sylvia McGill (Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Keith E Whitfield (Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...), Linda P Fried (0000-0002-0815-1706, Erwin J. Tan, Elizabeth K. Tanner, Qian-Li Xue, George W. Rebok, and Michelle C. Carlson are with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Tao Wang is a PhD candidate at the University of British Columbia, Vancouver, and is with the Johns Hopkins Center on Aging and Health, Baltimore, MD. Teresa E. Seeman is with the School of Medicine, University of California, Los Angeles. Kevin D. Frick is with the Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD. Rachel L...)
Year2010
Volume100
Issue4
Pages727-734
Publication date2010-04-01
Open AccessNo
TypeARTICLE
VenueAmerican Journal of Public Health (JOURNAL)
Journal identifiersISSN: 0090-0036 • E-ISSN: 1541-0048
PublisherAmerican Public Health Association (PUBLISHER • US)
DOI10.2105/ajph.2009.169151
PMID20167888
PMCIDPMC2836353
OpenAlexW1982005848
LanguageEN
Citations received8
References cited30

Objectives. We present a social marketing conceptual framework for Experience Corps Baltimore City (EC) in which the desired health outcome is not the promoted product or behavior. We also demonstrate the feasibility of a social marketing–based recruitment campaign for the first year of the Baltimore Experience Corps Trial (BECT), a randomized, controlled trial of the health benefits of EC participation for older adults. Methods. We recruited older adults from the Baltimore, MD, area. Participants randomized to the intervention were placed in public schools in volunteer roles designed to increase healthy behaviors. We examined the effectiveness of a recruitment message that appealed to generativity (i.e., to make a difference for the next generation), rather than potential health benefits. Results. Among the 155 participants recruited in the first year of the BECT, the average age was 69 years; 87% were women and 85% were African American. Participants reported primarily generative motives as their reason for interest in the BECT. Conclusions. Public health interventions embedded in civic engagement have the potential to engage older adults who might not respond to a direct appeal to improve their health

Health promotion · Intervention (counseling) · Political science · Psychological intervention · Public health · Public relations · Randomized controlled trial · Social marketing · Aging and Gerontology Research · Medicine · Mental Health and Patient Involvement · Nursing · Psychology · Service and Product Innovation · Gerontology

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