Promotion of physical activity in the elderly. "Fit for Life" European project. Development of communication material.

1. Physical activity promotion in
the elderly: Fit for life project
Gabriele Prati, Luca Pietrantoni, Elisa Saccinto
University of Bologna

2. Outline
• Fit for life Europe Project
• Collection and benchmarking of best
practices (HEPA framework)
– In Italy Progetto Badabene
• Development of a brochure for motivating
sedentary senior people to practice
physical activity.

3. Fit For Life Europe
Project in cooperation between six European
communities:
• Cities of Limoges, Rotterdam, Stuttgart, Warsaw, The Regional
Government of Extremadura and the University of Bologna with the
City of Bologna.
Aims of the project:
• To promote physical activity among elderly people
• To develop a HEPA Framework for the promotion of physical activity
among elderly people targeted to policy makers

4. Steps of the Project
1.
• Collection of national and
local best practices (BPs)
• Assessment of BPs
2.
• Development and implementation of
the pilot projects in each city
• Development of a HEPA Framework
(targeted to elderly)
3.
• Assessment/discussion and
dissemination of the results
(local/national international levels)

5. Collection of Best practices (BPs)
 Best practices in HEPA
Framework.
 Successful/not successful
action fields and tools.

6. Handbook of the Fit for Life Project
It includes example of best
practices and specific tools.
The HEPA framework is a holistic
approach in promoting physical
activity among older people in
European cities and regions. It covers
41 action fields in seven areas
1. Policy
2. City Planning
3. Networks
4. Education & Knowledge
5. Communication
6. Key Institutions
7. Key Settings

7. Fit for Life Bologna
• Badabene Project
• Development of a brochure for motivating
elderly to be more active.

8. What is Badabene Project?
Badabene Project (2011-
2013)
• Target: senior people over 65
years old
• Coordination: Municipality of
Bologna
• Funded by INPDAP (i.e.
Pension fund for retired
people of public
administrations/institutions).
• Free of charge.

9. Two lines of action
1. Practical and financial support to family
with vulnerable and not independent
seniors by means of assistance for
regularization and training of caregivers.
1. Groups of activities for seniors: physical
activities, cognitive stimulation and
recreational activities, organized by a
team of trainers in PA and social science
(n = 31).

10. HEPA Framework evaluation form:
strengths and weakness of the project

11. Kivit diagram of Badabene project

12. Conclusions
Badabene had some limitations such as a
small number of participants or the lack of
involvement of key setting.
In spite of these limitations, it was a
successful experience, which can be
proposed again to a wider group (Not only
to INPDAP).

13. Development of a brochure in Italy

14. Steps in the development of the
brochure
In-depth
interviews with
older people from
Bologna
(n = 15; 60%
women; mean age =
75 years old).
Collection of
offers
Pre-test
comprehensibilit
y and readibility
Development
of the final
version of the
brochure

15. The contents of the brochure
• Definition of a target
• Benefits of physical activity
• Overcoming “excuses” and barriers
• Goal-setting and implementation plan
• Illustration of specific type of activities (e.g.,
walking)

16. Explaining WHO recommendations
• Easy to understand
“30’ for 5 days”
“150’ of moderate
activity each
week”

17. Intensity in plain words…
Moderate intensity is
when…
• “you breathe more
heavily than normal”
• “you become slightly
warm”
• “you can talk but not able
to sing”
Vigorous intensity is
when…
• “you are no more able to
talk and exercise and the
same time”

18. Communication
- target segmentation based on motivational stage -
target
Contemplators
Strategies
Recognize
barriers
Suggests
ways to
overcome

19. Communication
- target segmentation based on motivational stage -
target
Preparators
Strategies
Action plan
Information
on how,
when,
where

20. “Narratives” approach
• Presenting personal stories
• Narrative communication relate to a basic mode
of human interaction (more than didactic and
expository communication)
• Tend to be concrete and vivid
• Reduce resistance, because they are a relatively
subtle form of persuasion
• Provide role model

21. Implementation intention
• People generally have good intentions, but
often fail to act on them.
• IMPLEMENTATION INTENTION specifies
the when, where and how of a goal-
directed behavior.

22. Helping making the plan
• What activity
• Where (space)
• When (time)

23. Personal commitment
• Write down in
a “I” format
your realistic
goals

24. Define rewards for reaching the goals

25. Think about your typical day
Presenting active alternatives

26. HEPA framework: action fields
The table shows
the action fields
that are fullfilled
in accordance
with the HEPA
framework.

27. Policy
• Politically driven measures
– financial and personnel support
– coordinated collaboration of different
departments of the city administration, sports,
health, social welfare

28. City planning
• Public leisure spaces
- Promotion of the project “Parchi in
movimento”
- Different parks of Bologna
- Low-threshold programme, supervised by a
trainer, no equipment necessary

29. Networks
• Intra-urban networks
– Different organisations and people are directly or
indirectly involved in the promotion of PA among
seniors
– "city round table” as a online group
• Local neighbourhood network
– District as a key setting in Bologna
– Participation in the round table
– Inclusion in the brochure of telephone numbers of
“sportelli di quartiere” (neighbourhood helpline)

30. Connection with the project “Safe gyms”
4 gyms in
Bologna
with a quality
certification
from the
Region

31. Communication
- Information about offers -

32. Supervised home-based exercise
programme

33. Instructions for (autonomous)
home-based exercises
Students of sport
science
provided pictures
and instructions
(by Badabene
participants)
Supervision by the
University

34. Key institutions and setting
• Community centres
for elderly
• Trade unions for
retiree
• Sport organizations
• Medical sector

35. Portrays of older women and men
in Bologna

36. Distribution of the brochure
• 10.000 brochures
• Proactive distribution: different channels
– General practitioners: everyone has
received 40-50 copies to deliver to patients
– Swimming pools
– Sport events
• Reactive distribution (website)
• Press release and event

37. Conclusions: some key issues
• “Older adults" are not a homogeneous
group.
• Different strategies in order to overcome
barriers.
• Reach different subgroups.
• Various dissemination methods (print,
mass media, telephone and online
messaging).

38. You can get the handbook of best practices
at the following website:
www.citiesforsports.eu
Italian referent: Prof. Luca Pietrantoni
luca.pietrantoni@unibo.it