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'Get Your Life Back': Process And Impact Evaluation Of An Asthma Social Marketing Campaign Targeting Older Adults, Uwana Evers, Sandra C. Jones, Donald C. Iverson, Peter Caputi
'Get Your Life Back': Process And Impact Evaluation Of An Asthma Social Marketing Campaign Targeting Older Adults, Uwana Evers, Sandra C. Jones, Donald C. Iverson, Peter Caputi
Sandra Jones
Background: Asthma in older adults is underdiagnosed and poorly self-managed. This population has little knowledge about the key symptoms, the prevalence among older adults, and the serious consequences of untreated asthma. The purpose of this study was to undertake a multifaceted evaluation of a social marketing campaign to increase asthma awareness among older adults in a regional Australian community. Methods: A cohort of older adults in an intervention region (n = 316) and a control region (n = 394) were surveyed immediately prior to and following the social marketing campaign. Campaign awareness, message recall, materials recognition, and actions taken as …