Introduction
From our interviews, we’ve found that women 50+ believe engagement in physical activity takes too much time and energy in order to benefit from it.
Many already feel exhausted from their caregiving roles and workload in their own homes.
They need a balanced type of support including adequate nutrition plans and advice on physical activity. By re-evaluation of what it means to be ‘physically active’, we want to give women access to professional help, offering bespoke direction to how they can make sure they hit their personal goals through gradual changes in routine.
Part of the strategy is building trust in local communities through pharmacies, where women can confide their health concerns with someone that can take their readings and give frequent feedback on visits. This holds the women accountable for their own progress which is a powerful driving factor to real change. Providing these women with the tools to track their own progress along with help from everyday reminders will play a crucial part in reducing motivational setbacks.
Market
Through further research, we found that people living in the least prosperous areas are twice as likely to be physically inactive as those living in more prosperous areas - in a position of vulnerability, supplement companies and food manufacturers take advantage by promising improvements to general well-being and health through their products.
Many women 50+ are now experiencing menopause symptoms, and their active habits must change in order to keep up with how their aging bodies.
With so many companies out there offering alternative health care remedies to these women, we had to narrow down the main players targeting older adults who are taking vitamins & minerals as a means to avoid developing chronic medical conditions and to prevent illness, whilst paradoxically also being perceived as a lifestyle replacement and diversion to getting real physical activity.
Multi-vitamin brands like WellWoman and Centrum are occupying most of the commercial space (TV and Print) when it comes to offering solutions and creating content that is targeted towards women over 50. They drive engagement and sales through targeting the fear of physical decline and lost mobility and freedom. We are targeting women who recognise exercise is important but need a nudge to make smarter decisions and move more.
Objectives
Use media channels to direct more women to participate in conversations about their health both online and in local pharmacies for professional consultations.
Increase the use of smart health technology build a track record of their performance and understand their motivational barriers in order to provide more support.
Build public awareness on women over 50’s health.
Specific - Lower sedentary behaviour statistics in targeted areas
Measurable - Digital footprints and testimonials to evaluate both campaign and individual goals
Achievable – Start small in areas needing most impact, apply individually-tailored goal agreements to be on
Relevant – It’s never too late. The WHO has identified physical inactivity as a leading global risk factor for morbidity and premature mortality.
Time Bound - 12 month Campaign with monthly reports
Platforms
Radio: ”Late Nights Woman's hour” host talks about women’s lifestyle to begin the conversation about physical activity habits and their health.
Guerrilla style podcast´s on topics like; “Multivitamin Monster”, “To broke to be fit”, “Quick fix woman”.
Radio provides an affordable and well used platform, to share real stories from our audience group.
Facebook: Create a page where women can be open to talking about their health - Admin questions to keep the page exclusive and relevant to our target audience.
Also used for daily activity-based challenges and community link sharing. Being the most popular platform for social networking, Facebook plays a big role in breaking social isolation and being a home for self-generated content.
Landing page for Stand Up To Age: In contrast to Facebook, homepage for “Stand Up To Age” only provides a few, but clear choices of action during campaign timeline.
Sign-up for Personalized health strategy
#StandUpToAge media player
Selected Pharmacies: Collaboration with selected pharmacies aims to bridge the gap between personal motivation and knowledge about our women's personal health status.
Educated support outside our audiences’ socio-economic network is backed by research to be key for drive change in behaviour.
Measurement
Our measurement framework is evaluated by its ability to:
Drive engagement and create social ripples
Coordinate and build upon data from previous government campaigns tackling physical inactivity
Giving accurate information and feedback to our audience
Track the number of new registrations at pharmacies that fall within our target audience over the period of 6 months, we can monitor the progress of their overall physical health through monthly health checks and visitor questionnaires,email, post and on-site locations.
Track social media engagement through follows, likes, shares and testimonials. - google analytics/tag manager. We will be using monthly reports gained from our social media channels, radio downloads, and TV views to see how our target audience are performing over the course of the campaign.
Data collection of measurements can build on existing brand architecture, to improve government database and audience accessibility when it comes to health related issues. (Change4Life, OneYou)
Conclusion
Through Radio, TV and Facebook, we want more women 50+ to talk to a health professional about what steps they can take towards improving their lifestyle so they can feel the benefits gained from doing more physical activity. This campaign should be introduced first to lower income areas where the risks are higher for the individuals in our audience. Before scaling nationwide we need to know whether this strategy is making an impact on the people that need it most.
If we follow the long term progression of the registered women, we’ll know whether #StandUpToAge has made any impact based on the results over 12 months with monthly check-ups.
LINK TO 90 SECOND CREATIVE STRATEGY VIDEO
https://youtu.be/CDNNRux2JWM
Bibliography/Appendix
Habits | Causes | Effects | Pharmacies
https://www.bhf.org.uk/informationsupport/publications/statistics/physical-inactivity-report-2017
http://www.bristol.ac.uk/media-library/sites/cmpo/migrated/documents/wp311.pdf
http://healthsurvey.hscic.gov.uk/media/63730/HSE16-Adult-phy-act.pdf
https://www.who.int/dietphysicalactivity/factsheet_women/en/
https://www.nhs.uk/Livewell/fitness/Documents/older-adults-65-years.pdf
https://www.ageuk.org.uk/globalassets/age-uk/documents/reports-and-publications/later_life_uk
_factsheet.pdf
https://www.bps.org.uk/sites/bps.org.uk/files/Policy/Policy%20-%20Files/Changing%20behaviour%20-%20physical%20%28in%29activity.pdf
https://www.theguardian.com/society/2019/mar/26/long-sedentary-periods-are-bad-for-health-and-cost-nhs-700m-a-year
https://www.sportengland.org/our-work/health-and-inactivity/
https://www.sportengland.org/our-work/women/this-girl-can/
https://www.nhs.uk/conditions/nhs-health-check/check-your-heart-age-tool/
https://www.independent.co.uk/news/health/nhs-gp-doctor-appointment-time-comparison-patients-latest-a8044681.html
https://www.theguardian.com/society/2017/sep/06/pharmacies-ease-pressure-nhs-services-councils-using-them-badly
https://www.politico.eu/article/europes-pharmacies-endangered-or-underused/
https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/646715/public_health_england_marketing_strategy_2017_to_2020.pdf
MARKET
Multivitamin competition | Representation in media | New Tech
https://www.nhs.uk/news/medical-practice/most-multivitamins-and-supplements-are-waste-money/
https://www.hopkinsmedicine.org/health/wellness-and-prevention/is-there-really-any-benefit-to-multivitamins
(https://www.marketingweek.com/2018/05/03/holland-barrett-clean-beauty-push/)
https://www.warc.com/newsandopinion/news/older_women_feel_stereotyped_in_advertising/41039
https://www.theguardian.com/lifeandstyle/2018/jan/29/the-seven-apps-every-woman-should-own
https://www.marketwatch.com/story/the-7-best-fitness-apps-for-people-over-50-2017-09-06
Media Use
Touchpoints | Data | Preferred channels | Social media
https://www.ofcom.org.uk/__data/assets/pdf_file/0011/113222/Adults-Media-Use-and-Attitudes-Report-2018.pdf
https://ipa.co.uk/media/6102/ipa-touchpoints-works-2-ebookpdf.pdf
https://www.avocadosocial.com/the-latest-uk-social-media-statistics-for-2018/
https://www.barb.co.uk/trendspotting/analysis/annual-viewing-report/
https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinternetandsocialmediausage/publications
https://www.thinkbox.tv/Research/Nickable-Charts/TV-viewing-and-audiences/Time-spent-viewing
https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinternetandsocialmediausage/articles/exploringtheuksdigitaldivide/2019-03-04
https://www.nhs.uk/oneyou/#