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Articles 1 - 30 of 545
Full-Text Articles in Life Sciences
Investigation Of Murine Spleen As A Niche For Hematopoiesis., Jonathan Tan, Helen O'Neill
Investigation Of Murine Spleen As A Niche For Hematopoiesis., Jonathan Tan, Helen O'Neill
Jonathan Tan
Background Spleen as a lymphoid tissue is specialized for monitoring blood and mounting immunity against blood-borne antigens. Antigen-presenting cells present in spleen commonly develop from bone marrow-derived precursors that enter blood circulation. However, a distinct splenic myeloid antigen-presenting cell subset described in this laboratory, namely “dendritic-like cells” (L-DC), has been hypothesized not to share a bone marrow origin. Methods In this study, the presence of endogenous hematopoietic progenitors in spleen was investigated by transplanting intact spleen into allotype-distinct recipients and monitoring development of progeny cells in grafted tissues. Results Successful engraftment of donor spleens was achieved for up to 4 …
Delineation Of Precursors In Murine Spleen That Develop In Contact With Splenic Endothelium To Give Novel Dendritic-Like Cells., Jonathan Tan, Pravin Periasamy, Helen O'Neill
Delineation Of Precursors In Murine Spleen That Develop In Contact With Splenic Endothelium To Give Novel Dendritic-Like Cells., Jonathan Tan, Pravin Periasamy, Helen O'Neill
Jonathan Tan
Hematopoietic cell lineages are best described in terms of distinct progenitors with limited differentiative capacity. To distinguish cell lineages, it is necessary to define progenitors and induce their differentiation in vitro. We previously reported in vitro development of immature dendritic-like cells (DCs) in long-term cultures (LTCs) of murine spleen, and in cocultures of spleen or bone marrow (BM) over splenic endothelial cell lines derived from LTCs. Cells produced are phenotypically distinct CD11b(hi)CD11c(lo)CD8(-)MHC-II(-) cells, tentatively named L-DCs. Here we delineate L-DC progenitors as different from known DC progenitors in BM and DC precursors in spleen. The progenitor is contained within the …
Haematopoietic Stem Cells In Spleen Have Distinct Differentiative Potential For Antigen Presenting Cells., Jonathan Tan, Helen O'Neill
Haematopoietic Stem Cells In Spleen Have Distinct Differentiative Potential For Antigen Presenting Cells., Jonathan Tan, Helen O'Neill
Jonathan Tan
Dendritic cells (DC) are known to develop from macrophage dendritic progenitors (MDP) in bone marrow (BM), which give rise to conventional (c)DC and monocytes, both dominant antigen presenting cell (APC) subsets in spleen. This laboratory has however defined a distinct dendritic-like cell subset in spleen (L-DC), which can also be derived in long-term cultures of spleen. In line with the restricted in vitro development of only L-DC in these stromal cultures, we questioned whether self-renewing HSC or progenitors exist in spleen with restricted differentiative capacity for only L-DC. Neonatal spleen and BM were compared for their ability to reconstitute mice …
Expression Of Acetate Permease-Like (Apl) Genes In Subsurface Communities Of Geobacter Species Under Fluctuating Acetate Concentrations, Derek Lovley, Hila Elifantz, Lucie N'Guessan, Paula Mouser, Kenneth Williams, Michael Wilkins, Carla Risso, Dawn Holmes, Philip Long
Expression Of Acetate Permease-Like (Apl) Genes In Subsurface Communities Of Geobacter Species Under Fluctuating Acetate Concentrations, Derek Lovley, Hila Elifantz, Lucie N'Guessan, Paula Mouser, Kenneth Williams, Michael Wilkins, Carla Risso, Dawn Holmes, Philip Long
Carla Risso
The addition of acetate to uranium-contaminated aquifers in order to stimulate the growth and activity of Geobacter species that reduce uranium is a promising in situ bioremediation option. Optimizing this bioremediation strategy requires that sufficient acetate be added to promote Geobacter species growth. We hypothesized that under acetate-limiting conditions, subsurface Geobacter species would increase the expression of either putative acetate symporters genes (aplI and aplII). Acetate was added to a uranium-contaminated aquifer (Rifle, CO) in two continuous amendments separated by 5 days of groundwater flush to create changing acetate concentrations. While the expression of aplI in monitoring well D04 (high …
Body Mass Index Prevalence Estimates Of A Statewide Monitoring Initiative In Idaho, David Paul, Philip Scruggs, Grace Karp, Lynda Ransdell, Clay Robinson, Mike Lester, Laura Petranek, Helen Brown, Terry-Ann Gibson, Jane Shimon, Tyler Johnson, John Fitzpatrick, Kathy Browder, Zambak Sahin
Body Mass Index Prevalence Estimates Of A Statewide Monitoring Initiative In Idaho, David Paul, Philip Scruggs, Grace Karp, Lynda Ransdell, Clay Robinson, Mike Lester, Laura Petranek, Helen Brown, Terry-Ann Gibson, Jane Shimon, Tyler Johnson, John Fitzpatrick, Kathy Browder, Zambak Sahin
Jane Shimon
Given the significant health consequences associated with childhood obesity, many states have developed legislation to initiate school-based obesity monitoring programs. Idaho is one of many states without a monitoring program, so collaborations between the State Department of Education and four state universities were developed to institute a body mass index (BMI) monitoring program in grades 1, 3, 5, 7, 9, and 11.
Development Of Temperature Regulation In Nestling Tree Swallows, Richard Marsh
Development Of Temperature Regulation In Nestling Tree Swallows, Richard Marsh
Richard Marsh
No abstract provided.
Adaptations Of The Gray Catbird Dumetella Carolinensis To Long Distance Migration: Energy Stores And Substrate Concentrations In Plasma, Richard Marsh
Adaptations Of The Gray Catbird Dumetella Carolinensis To Long Distance Migration: Energy Stores And Substrate Concentrations In Plasma, Richard Marsh
Richard Marsh
The major body components (water, lean dry, and fat) were measured in the carcasses of Gray Catbirds from which the flight muscles had been removed. Birds were collected from May through October near Ann Arbor, Michigan and during September and October near Gainesville, Florida. Additionally, the glycogen content of muscle and liver and the concentrations of glucose and triglycerides in plasma were determined in catbirds sampled during fall migration in Florida. Catbirds attained maximum body masses of ∼50 g in Florida, largely due to the addition of fat. Relatively lean birds (∼3-4% body fat) in spring through fall weighed approximately …
Development Of Endothermy In Nestling Bank Swallows (Riparia Riparia), Richard L. Marsh
Development Of Endothermy In Nestling Bank Swallows (Riparia Riparia), Richard L. Marsh
Richard Marsh
Body temperature (Tb) measurements after exposure to air temperatures (Tₐ) of 20 C or 27 C for 2 h in conjunction with metabolism measurements were used to describe the timing of and basis for developing temperature regulation in nestling swallows. As growth proceeds from hatching to 10 g there is a gradual increase in the Tb after exposure to low Tₐ. As growth continues beyond this point, the ability of nestlings to maintain Tb above Tₐ improves rapidly, such that nestlings weighing over 14 g are completely homeothermic when exposed to 20 C. Conductance (C, in cal [g⋅h⋅°C]⁻¹) decreases throughout …
Effects On Nestling Age And Burrow Depth On Co₂ And O₂ Concentrations In The Burrows Of Bank Swallows (Riparia Riparia), Steven J. Wickler, Richard L. Marsh
Effects On Nestling Age And Burrow Depth On Co₂ And O₂ Concentrations In The Burrows Of Bank Swallows (Riparia Riparia), Steven J. Wickler, Richard L. Marsh
Richard Marsh
Gas samples were taken from the nest chambers of bank swallows (Riparia riparia) and analyzed for CO₂ and O₂ content. The mean CO₂ content was 2.62% with a maximum value of 5.58%, and the mean O₂ content was 17.83% with a minimum value of 14.61%. There was a positive and significant correlation of increasing CO₂ content with both increasing nestling age and increasing total metabolizing mass (adults plus young). With increasing metabolizing mass there is a linear increase in CO₂ content, which suggests no active regulation of gas concentrations. Burrow depth also affected CO₂, particularly in burrows with older nestlings. …
Seasonal And Geographic Variation Of Cold Resistance In House Finches Carpodacus Mexicanus, William Dawson, Richard Marsh, William Buttemer, Cynthia Carey
Seasonal And Geographic Variation Of Cold Resistance In House Finches Carpodacus Mexicanus, William Dawson, Richard Marsh, William Buttemer, Cynthia Carey
Richard Marsh
The house finch (Carpodacus mexicanus) is resident in tropical and subtropical regions as well as in localities having relatively severe winters. The extent of its winter acclimatization was assessed in freshly captured individuals of this species from southern California and Colorado. In severe cold stress tests involving exposure to Tₐ < −60 C, the former did not remain homeothermic any longer in winter than in late spring, whereas the Colorado birds did (8.8 vs. 97.5 min; P < .001). The capacity for winter acclimatization evident in these Colorado individuals was correlated with modest winter fattening, a response lacking in those from southern …
Winter Fattening In The American Goldfinch And The Possible Role Of Temperature In Its Regulation, William R. Dawson, Richard L. Marsh
Winter Fattening In The American Goldfinch And The Possible Role Of Temperature In Its Regulation, William R. Dawson, Richard L. Marsh
Richard Marsh
We investigated whether environmental temperature has any causal role in the winter fattening in certain finches of the subfamily Carduelinae. Correlational analyses between fat content of American goldfinches (Carduelis tristis) and various short- and long-term measures of temperature provide no evidence for a proximate role of this environmental variable in determining the degree of fattening of these birds in southeastern Michigan. Their fat content shows the best correlations (r = −.61 to −.63) with the long-term average minimum temperature or record low temperature for the date of capture. Furthermore, inclusion of long-term thermal measures in multivariate analyses excludes from significance …
Adaptations Of The Gray Catbird Dumetella Carolinensis To Long-Distance Migration: Flight Muscle Hypertrophy Associated With Elevated Body Mass, Richard L. Marsh
Adaptations Of The Gray Catbird Dumetella Carolinensis To Long-Distance Migration: Flight Muscle Hypertrophy Associated With Elevated Body Mass, Richard L. Marsh
Richard Marsh
The size and composition (lean-dry, water, and fat contents) of the flight muscles of the catbird were investigated as a function of the large seasonal changes in body mass which occur in this species. The mass of the pectoralis muscle is highly positively correlated with body mass, leading to an elevation in muscle mass of ∼35% during fall premigratory fattening. The changes in muscle mass are brought about by coordinated variations in all major components of the muscles which were measured. High-oxidative, fast-twitch fibers represent 88% of the total fibers in the pectoralis muscle. The cross-sectional area of the muscle …
The Enzymatic Basis Of High Metabolic Rates In Calling Frogs, Theodore L. Taigen, Kentwood D. Wells, Richard L. Marsh
The Enzymatic Basis Of High Metabolic Rates In Calling Frogs, Theodore L. Taigen, Kentwood D. Wells, Richard L. Marsh
Richard Marsh
Oxygen consumption by male spring peepers (Hyla crucifer) increased linearly with calling rate, reaching peak values of 1.5−1.7 ml O₂/(g⋅h) at the highest calling rates. The intercept of the regression line describing the relationship between metabolism and calling rate does not differ significantly from daytime resting metabolism (0.11 ml O₂/[g⋅h]). Metabolic rate during vigorous locomotor exercise at the same temperature (19 C) was only 1.1 ml O₂/(g⋅h). We measured activities of mitochondrial enzymes in the trunk muscles (internal and external obliques) involved in sound production and in mixed hind limb muscles of male and female frogs. Male trunk muscles were …
Measurement Of Maximum Oxygen Consumption In Guinea Fowl Numida Meleagris Indicates That Birds And Mammals Display A Similar Diversity Of Aerobic Scopes During Running, David J. Ellerby, Maryellen Cleary, Richard L. Marsh, Cindy I. Buchanan
Measurement Of Maximum Oxygen Consumption In Guinea Fowl Numida Meleagris Indicates That Birds And Mammals Display A Similar Diversity Of Aerobic Scopes During Running, David J. Ellerby, Maryellen Cleary, Richard L. Marsh, Cindy I. Buchanan
Richard Marsh
Judgement of exercise performance in birds has been hampered by a paucity of data on maximal aerobic capacity. We measured the maximal rate of oxygen consumption (V̇o₂,max) in running guinea fowl Numida meleagris, a bird that has been used in several previous studies of avian running. Mean V̇o₂,max during level treadmill running was 97.5±3.7 mL O&8322; kg⁻¹ min⁻¹ (mean ± SEM, N=5). V̇o₂,max was on average 6% higher when the birds ran uphill compared with the value during level running (paired t-test, P=0.041, N=5). The mean basal rate of oxygen consumption (V̇o₂,bmr) of the same individuals was 7.9±0.5 mL kg⁻¹ …
Relationship Between Physical Characteristics Of Estuaries And The Size And Diversity Of Wader Populations In The North Island Of New Zealand, Michael B. Whelan, T M. Hume, P M. Sager, Ude Shankar, R Lifting
Relationship Between Physical Characteristics Of Estuaries And The Size And Diversity Of Wader Populations In The North Island Of New Zealand, Michael B. Whelan, T M. Hume, P M. Sager, Ude Shankar, R Lifting
Michael B Whelan
The aim of this study was to associate the distribution of waders (Charadriiformes) with physical attributes of estuaries and map the distribution of estuaries that have the potential to support large diverse wader populations. Maximum wader abundance and the maximum number of species recorded (1983-1994) at 94 estuaries on the North Island, New Zealand were related to physical attributes of the estuaries using General Linear Modelling techniques. Parameters describing the estuary type, area, tidal influence, catchment area, catchment rainfall, intertidal area and temperature were used as independent variables. Anaiysis revealed strong positive relationships between the size and diversity of a …
Where Would Australian Travellers Seek Information About Bird Flu? Results Of Two Airport Intercept Surveys, Loiuse Waters, Sandra C. Jones
Where Would Australian Travellers Seek Information About Bird Flu? Results Of Two Airport Intercept Surveys, Loiuse Waters, Sandra C. Jones
Sandra Jones
A potential bird flu pandemic has been the recent focus of the world’s attention. Successful control efforts will require using sources of information that both residents and visitors within a country will actively seek information from; this is critical to prevent panic and to elicit the desired public responses. This paper reports the combined results of two airport intercept surveys which illustrate the Australian traveller’s preferred and likely sources of information about bird flu in the event of a bird flu pandemic. Our results indicate that Australian travellers would be most likely to seek information from the internet and their …
Developing Proactive Communication Strategies For A Potential Pandemic, Sandra C. Jones, Donald C. Iverson, L. Waters, I. Bevins, R. Hayes, O. Holland
Developing Proactive Communication Strategies For A Potential Pandemic, Sandra C. Jones, Donald C. Iverson, L. Waters, I. Bevins, R. Hayes, O. Holland
Sandra Jones
Communication through the Australian media during a potential avian influenza epidemic could act to inform the public OR misinform, contributing to unnecessary public panic and undesirable responses. This project is part of ongoing research to assess Australians’ knowledge and perceptions of bird flu which will allow the development of public service advertising messages for use by the Australian government in the event of a bird flu outbreak or pandemic. Focus group and CATI survey results on bird flu perceptions were used by an Australian advertising agency to prepare two campaign concepts. The concepts (story boards and print ads) were tested …
An Exploratory Study Of Older Adults' Perceptions Of Dtca For Prescription Medications, Sandra C. Jones, Judy Mullan
An Exploratory Study Of Older Adults' Perceptions Of Dtca For Prescription Medications, Sandra C. Jones, Judy Mullan
Sandra Jones
There are many arguments for and against Direct-To-Consumer-Advertising (DTCA) and their impact on the consumer. A study involving 97 older consumers was carried out to investigate their perceptions about long or short versions of written DTCA for arthritis or diabetes medication. The results indicate that even though the ads may improve doctor-patient discussion about medications, they would not necessarily empower them to make decisions. Some of the consumers also believed that DTCA might cause people to ask for inappropriate medicines, become confused and possibly stop seeking medical advice.
Does Presentation Make A Difference To Risk Perception: Testing Different Formats For Communication Of Cancer Risks, Sandra C. Jones
Does Presentation Make A Difference To Risk Perception: Testing Different Formats For Communication Of Cancer Risks, Sandra C. Jones
Sandra Jones
Evidence suggests that the presentation format of risk information can affect people’s perceptions of risk and influence health-related decisions. In these studies we investigated the impact of four different risk presentation formats: standard presentation, risk ladder, different base rates and visual representations on women’s perceptions of developing breast cancer of lymphoma. We found that the different presentations had virtually no impact on the participant’s risk estimates. Only in the second study relating to risk perceptions for lymphoma was there a significant difference between conditions for estimated 10-year-risk, with those in the ladder present condition reporting a lower estimated risk. The …
Branding: An Adolescent Sun Protection Perspective, Melissa Lynch, Sandra C. Jones, Lyn Phillipson
Branding: An Adolescent Sun Protection Perspective, Melissa Lynch, Sandra C. Jones, Lyn Phillipson
Sandra Jones
Australian adolescents are consistently found to exhibit low levels of adherence to sun protection guidelines, resulting in high levels of skin cancer incidence in later life. Given the importance of image, appearance, and peer approval factors in adolescent sun protection, this study sought to examine adolescents’ perceptions of the “sun protection brand,” its competing brands, and possible complementary brands. A series of 14 focus groups were conducted with adolescents in Years 9 and 10 (junior high school), and the results are examined in the context of potential branding-related marketing strategies to overcome some of the barriers to sun protection.
Putting The ‘Community’ Back Into Community Standards For Advertising, Katherine Van Putten, Sandra C. Jones
Putting The ‘Community’ Back Into Community Standards For Advertising, Katherine Van Putten, Sandra C. Jones
Sandra Jones
The Advertising Standards Board passes judgments on complaints each year against what is referred to as prevailing community standards. There is however, no explicit definition of what these prevailing community standards are. This research found that there were two major issues that were of most concern to the public in regard to (un)acceptable advertising: the portrayal of women and the consequences of social marketing advertisements. Neither of these issues are adequately addressed by the current advertising Code of Ethics. The results of this research suggest there is an urgent need to develop a set of evidence based community standards for …
Are Negative Reactions To Sexist Appeals In Alcohol Advertisements A Function Of Feminism Or Gender?, Sandra C. Jones
Are Negative Reactions To Sexist Appeals In Alcohol Advertisements A Function Of Feminism Or Gender?, Sandra C. Jones
Sandra Jones
Anecdotal evidence suggests that the use of sexual appeals in alcohol advertising is increasing. It has been shown that the use of sex appeals may result in a more negative attitude towards the brand, particularly among female consumers. This study investigates the proposition that this is the effect of feminist ideology rather than, or in addition to, biological gender. The results show that female respondents have more negative attitudes towards alcohol advertisements utilizing overt (or demeaning) sexual appeals than males and more positive attitudes towards alcohol advertisements utilizing feminist (empowering) appeals than males; and that there is no consistent independent …
Pop Promotions For Alcolhol: Increasing Brand Loyalty Or Just Increasing Binge Drinking?, Melissa Lynch, Sandra C. Jones
Pop Promotions For Alcolhol: Increasing Brand Loyalty Or Just Increasing Binge Drinking?, Melissa Lynch, Sandra C. Jones
Sandra Jones
The consumption of alcohol by young Australians in general, and at risky levels has increased. University students, as part of this group, display consistent and increasing risky drinking patterns. One key area of interest in understanding this situation is the use of alcohol advertising and marketing. Of particular interest to this research is the use of point-of-purchase promotions in licensed venues and the impact they may have on consumption. In order to help understand these promotions, focus groups were conducted with male university students between the age of 18 and 24 years from the University of Wollongong. Overall, the perception …
Who Would The Australian Public Trust To Tell Them About Bird Flu? Results Of An Australia-Wide Cati Survey, Sandra C. Jones, L. Waters, Don C. Iverson
Who Would The Australian Public Trust To Tell Them About Bird Flu? Results Of An Australia-Wide Cati Survey, Sandra C. Jones, L. Waters, Don C. Iverson
Sandra Jones
A potential bird flu pandemic is currently the cause of much debate worldwide. Successful control efforts will require effective risk communication, and the choice of credible spokespeople is critical to prevent panic and elicit the desired public responses. This paper reports the results of one Australia-wide CATI survey which examined the Australian public’s preferred sources of information on bird flu and credibility of spokespeople in the event of a bird flu pandemic in Australia. Our results indicate medical personnel and organisations are perceived by the public as being the most credible sources for delivering information about bird flu. These findings …
Increasing The Efficacy Of Breast Cancer Risk Communications: Contributiolns From Behavioural Science And Marketing, Sandra C. Jones, Donald C. Iverson
Increasing The Efficacy Of Breast Cancer Risk Communications: Contributiolns From Behavioural Science And Marketing, Sandra C. Jones, Donald C. Iverson
Sandra Jones
Breast cancer is the most common cancer diagnosed in women in Australia. Women are faced with numerous decisions in relation to breast cancer including: actions they can take to reduce their risk of developing breast cancer; whether to participate in screening programs; and selection of the most appropriate treatment option if diagnosed with breast cancer. This paper discusses ways in which theories and findings from two disciplines, behavioural science and marketing, can be used collaboratively to design effective communications to increase the uptake of health behaviours that have the potential of reducing morbidity and mortality from breast cancer. From marketing …
Children And The Internet: What Are "Safe" Websites Telling Our Kids About Food?, Sandra C. Jones, Belinda S. Fabrianesi
Children And The Internet: What Are "Safe" Websites Telling Our Kids About Food?, Sandra C. Jones, Belinda S. Fabrianesi
Sandra Jones
Food advertising is a contentious issue in regards to childhood obesity and has increasing importance on the public policy agenda both in Australia and overseas. This study examines the nature and extent of food advertising/promotions on popular children’s websites. Three popular children’s websites were chosen: Total Girl, K-Zone and D-Mag. Each is linked to a top-selling magazine and targets children aged eight to12 years. The websites were monitored daily from 1-28 December 2005, with the increase or decrease of any food product advertisements recorded as well as any competitions, games, puzzles and recipes which promoted certain food products. Food product …
The Decline Of Ethics Or The Failure Of Self-Regulation? The Case Of Alcohol Advertising, Sandra C. Jones
The Decline Of Ethics Or The Failure Of Self-Regulation? The Case Of Alcohol Advertising, Sandra C. Jones
Sandra Jones
Restrictions on alcohol advertising have increasingly become an issue for debate around the world. Some countries rely on governmental regulation; whereas others, including Australia, utilise a system of industry selfregulation. This study calls into question the effectiveness of the alcohol beverage industry’s self-regulation of advertising. Between May 1998 and April 1999, 11 alcohol advertising complaints (relating to nine separate advertisements) were lodged with the Advertising Standards Board (ASB) by members of the general public. In the present study, five expert judges were selected to review these complaints, without knowing the ASB’s rulings, and to judge whether the advertisement(s) breached any …
Measuring Source Credibility With Generation Y: An Application To Messages About Smoking And Alcohol Consumption, K. Smith, Sandra C. Jones, Jennifer Algie
Measuring Source Credibility With Generation Y: An Application To Messages About Smoking And Alcohol Consumption, K. Smith, Sandra C. Jones, Jennifer Algie
Sandra Jones
In recent years there have been widespread media campaigns directed at communicating to young people the potential risks associated with excessive alcohol consumption and smoking. Increasingly, these messages are being developed by industry organisations as well as government and health agencies, raising questions as to the credibility of these industry sources. In this study, university students were provided with the names of fourteen sources of campaigns directed at encouraging responsible alcohol consumption and smoking cessation. We found that the overall rating was effective in terms of identifying the different levels of perceived credibility in regards to the sources, but examination …
Message Framing Effects In Exercise Promotions: Confounded By Linguistic Complexity?, Sandra C. Jones
Message Framing Effects In Exercise Promotions: Confounded By Linguistic Complexity?, Sandra C. Jones
Sandra Jones
Studies of framing effects on health-related intentions and behaviour have been conducted in numerous areas, with contradictory results. These inconsistent results can be partially explained by the differential nature of the behaviours concerned, and by the degree to which people engage in detailed processing of the messages, but there is clearly more to learn about framing effects. This study compared the effectiveness of the communication approaches inherent in the four-cell framing model towards adopting a health-enhancing behaviour (exercise). However we found an atheoretical interaction effect caused by the linguistic complexity of the messages.
“Asthma? We Would Have Got It By Now If We Were Going To Get It!”:Implications For Social Marketing To The Over 65'S, Kelly Andrews, Sandra C. Jones
“Asthma? We Would Have Got It By Now If We Were Going To Get It!”:Implications For Social Marketing To The Over 65'S, Kelly Andrews, Sandra C. Jones
Sandra Jones
An investigation into the understanding and awareness of asthma in older adults was conducted in the Illawarra region of NSW. Results indicate that older adults are unaware of the prevalence and severity of asthma, have limited understanding of symptoms and treatments, and tend to associate the condition with children. Health care providers report that older people tend to accept or minimise respiratory symptoms as a natural part of ageing. A consumer focused social marketing approach to reducing asthma morbidity and mortality in the 65 and older age group reveals specific lines of action to changing voluntary behaviours in both older …