The number of falls among older adults is rising due to an aging population worldwide. An integrated communication campaign utilizing mHealth (mobile health) encouraged older adults to perform strength, balance, and flexibility exercises to reduce their risk of falling. Campaign development was guided by a mixed-method approach which incorporated expert interviews (N = 3), qualitative interviews (N = 22), and a quantitative baseline pre-campaign survey (N = 274) with older adults. We evaluated the campaign impact with a pre-post survey analysis (post n = 141). Impact was measured by knowledge, attitudes, self-efficacy, and behaviors as key Social Cognitive Theory factors to exercise adoption. Results showed that respondents with campaign exposure had a significant increase in all factor scores from pre- to post-campaign survey, which was significantly higher in the group with campaign exposure. The impact evaluation illustrated how digital mobile channels effectively provide means to reach older adults to reduce their risk of falling.
Bibliographical noteFunding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study and project funding were provided by the Nanyang Technological University FYP course project grant, the Do-Good Grant by the Central Singapore Community Development Council, and the Pay-It-Forward Award Grant by the Youth Corps Singapore.
The Ready, Steady, Go team would like to thank the following individuals and organizations who have made the campaign a successful and impactful project: Christopher Cummings for his advice on formative campaign evaluation. Lee Sin Yi and Jazimin Haron, President and Vice President of the Singapore Physiotherapy Association for sharing their expertise on exercises and assistance for media engagements. Melissa Cummings, former Doctor of Physiotherapy at City Osteopathy and Physiotherapy, Brian Kennedy, Director of the Centre for Healthy Ageing at the National University Health System, and Wong Chek Hooi, Deputy Executive Director, Program Lead at the Geriatric Education and Research Institute for sharing their expertise on falls prevention and experience with older adults. Andy Chua, Assistant Director, Healthy Ageing Division of Health Promotion Board for guidance in ensuring exercise safety for older adults. Tang Wai Hong, Soh Zu Xian, Benjamin Chan, and the staff from Cornerstone Senior Centre for their assistance in the program. Simon-Peter Lum, Deputy Head of COMNET Senior Services, and the staff from AMKFSC Community Services Ltd for their assistance in the roadshows. Sharon Tang, Acting Manager, and the staff from Care Corner Seniors Services Ltd for their assistance in conducting the pre-campaign quantitative surveys. Lim Shiwei, Constituency Manager, and the staff from Kebun Baru Constituency Office, People’s Association for their assistance in the roadshow event with Member of Parliament, Henry Kwek. Tay Tian Lin, Manager, and the staff from National Healthcare Group, for their assistance in conducting the pre-campaign quantitative surveys at community health posts in Toa Payoh. Irene Chee and the staff from Bishan-Toa Payoh Town Council for their assistance in displaying the campaign’s out-of-home advertisements in the constituency’s digital lift advertising screens. Daphne Chiang, Deputy Director of Marketing and Digital Communications Division, People’s Association for sharing the campaign’s messages with all grassroots constituencies and residents in Singapore. Loi Kar Yee from Mediacorp Channel 8 News, Raymond Foong from Capital 95.8FM Radio, Sasha Gonzales from South China Morning Post, Warna 94.2FM Radio, for bringing awareness to the topic through their media support. The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This study and project funding were provided by the Nanyang Technological University FYP course project grant, the Do-Good Grant by the Central Singapore Community Development Council, and the Pay-It-Forward Award Grant by the Youth Corps Singapore.
© The Author(s) 2022.