exercise and ageing
ageing live an average 7.5 years longer than those with negative images of growing older. In addition, it’s possible to reduce cardiovascular stress and other adverse health conditions among older adults by promoting positive attitudes toward ageing. So instead of illness, think wellness;
instead of anti-ageing, think active ageing; instead of decline, think potential; instead of ‘providing for’, think responsible and independent. The Dove Campaign for Real Beauty
is a good example of how you can ask customers to focus on the positive instead of the negative. The campaign asked “What do you think?”, offering the public a choice: Wrinkled or Wonderful? Grey or Gorgeous? Flawed or Flawless? Oversized or Outstanding? Focusing on the positive was good for business: Dove sales increased by 700 per cent during the fi rst half of 2004, the year the campaign started. Another example of focusing on the
positive aspects of ageing is Active Aging Week, an initiative spearheaded by the US-based International Council on Active Aging (ICAA). To inspire individuals aged 50 and older to become active, host sites of this annual health promotion event offer fun, free wellness activities in encouraging environments. Promotional materials provided by
the ICAA include posters that show healthy-looking older people engaged in various kinds of activity. Superimposed is a series of phrases representing the behaviour change model – starting with “I can’t” and ending with “I am”. Since
Yes, you can: The
ICAA’s Active Aging Week promotes a positive attitude towards fitness
it began in 2003, Active Aging Week has reached millions of older adults with its positive message about leading a full, active and healthy life at any age. There is no reason
changing the way i age by being active 30 minutes a day.
why health clubs and leisure centres in the UK couldn’t adopt a similar programme of their own design for older people. A positive focus encourages people to reconsider their attitudes to physical activity in later life, so think of ways you could apply this theme of positivity in your marketing materials and club environment. For example, staff members could wear badges that say
w w w .
“I am. Ask me how you can!” to pique interest and spur interaction.
3. stamp out ageism There is widespread evidence, across geographic and cultural boundaries, of ageism in society – that is, a resistance to including an ageing
i c a a . c c
perspective into decision-making and design, and a tendency to prioritise the perspectives of the young. Is it any wonder that 71 per cent
of adults over the age of 55 feel that advertising does not refl ect their lifestyle and are turned off by the marketing messages that do target them? To stamp out ageism in your company,
promote ageless concepts. “No-one buys anything or uses a product or service solely because of age,” explains marketer Richard Ambrosius. “They buy to satisfy wants, address needs and enjoy experiences. By accepting factoids that have their roots in either ageing stereotypes or Boomer myths and misconceptions, companies will continue to waste billions using the wrong words and sending the wrong messages to potential older clients.” One way to promote ‘ageless’ fi tness
is to concentrate on promoting fi tness for all ages and abilities; make sure you’re not just targeting younger people. For some fi tness organisations, this might mean a culture change. The fi tness industry has traditionally focused on the 18–49-year-old age group in marketing, programming, environments and equipment – all areas where adjustments will create a more ageless appeal. From turning down the volume
on music, to reconfi guring workout spaces to provide more room around equipment, to ensuring universal design in your physical environment and equipment: these kinds of changes will
50 Read Health Club Management online at
healthclubmanagement.co.uk/digital april 2011 © cybertrek 2011
©
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