Ready, Steady, Go was a non-profit health communications campaign that provided a fresh and interactive angle to falls prevention by using information and communication technology. Through the campaign, the team hoped to encourage this target group of older adults to take ownership of their health and to adopt strength, balance and flexibilty (SBF) exercises.
As Singapore’s population is ageing and expected to live longer and alone, increased awareness on falls prevention is important. The team has successfully communicated through the campaign the benefits of exercises, fall prevention tips and empowered older adults to continue doing things that they love, without the worry of falling down.
Watch the video below to hear from Mr Tang (also known as Mr Washington) on his exercise journey.
The Highlights
Wide reach of campaign through digital technology.
Despite perceptions that older adults are not technologically savvy, more than 1,000 older adults aged 60 to 79 years old subscribed to the campaign’s SBF home-exercise reminder messages and more than 500 older adults signed up for community exercise programmes through WhatsApp and the campaign’s website.
The results of the campaign has shown that it is possible and highly effective to change behaviours among older adults.
The campaign was also shared by Minister for Culture, Community and Youth Grace Fu and MP Henry Kwek and People’s Association. These sharings and publicity by notable organisations and individuals have increased the reach of the campaign. Many of the followers of these individuals and organisations have also visited our website and social media pages to find out more and practice on the recommended exercises.
The Memories
Reflection #1 – The Challenges
Physical roadshows were limited in extending the campaign’s reach.
Compared to other digital platforms, roadshows were limited in reach for the campaign (i.e. only a total of 290 older adults for their first five educational roadshows). The aim was to have 500 target audience members across 10 roadshows, but five of them were cancelled due to the COVID-19 outbreak.
The ongoing COVID-19 situation has impacted the campaign.
The COVID-19 situation impacted the campaign, but only on limited fronts. As the campaign was digitally focused, the suspension of activities and in-person interactions did not affect the campaign as much, because the team moved more resources and energy into online interactions and publicity.
Reflection #2 – The Takeaways
A digitally focused campaign is effective to spread messages.
The campaign has shown how digital channels, alongside traditional media and offline engagements, were key in sustaining interest and influencing the behaviour of older adults – especially when they already possess the knowledge and positive attitude to perform a behaviour.
More than 300 of the target audience subscribed to the campaign’s WhatsApp broadcast messages and more than 500 of the target audience signed up for community exercise programmes through digital channels.
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