“I Don’t Believe in Age; I Believe in Staying Enthusiastic”: An Exploratory Qualitative Study into Recruitment Strategies Stimulating Middle-Aged and Older Adults to Join Physical Activity Interventions

TL;DR

This study explores how to better recruit middle-aged and older adults into physical activity programs by understanding their preferences for recruitment strategies.

Contribution

The study identifies specific recruitment preferences of middle-aged and older adults, emphasizing trustworthy sources and personalized messaging.

Findings

Participants prefer trustworthy sources like healthcare professionals for recruitment.

Positive and non-ageist messaging is favored over other communication styles.

Personalization and easy enrollment are emphasized as important for engagement.

Abstract

Many middle-aged and older adults (MAOAs) do not engage in sufficient physical activity (PA), despite its well-documented benefits for healthy aging. Existing PA interventions often fail to reach or engage the target population effectively. This study investigates MAOAs’ preferences for recruitment strategies to optimize the reach and uptake of PA interventions, thereby enhancing their impact on healthy aging and public health. Qualitative interviews were conducted with 39 MAOA participants (69% female, mean age = 69.46, SD = 7.07), guided by McGuire’s Theory on Persuasive Communication. Factors related to the source, message content, channel, receiver characteristics and target behavior of recruitment strategies were analyzed. Our findings suggest a preference for trustworthy sources (e.g., healthcare professionals over commercial entities) and positive, non-ageist messaging. MAOAs vary in their channel preferences but emphasize the importance of personalization. Despite heterogeneity, MAOAs commonly perceive themselves as sufficiently active, indicating a need for improved knowledge on what constitutes sufficient PA, as well as easy enrollment or trying out interventions. Tailoring recruitment strategies to diverse MAOA segments based on age seems crucial for effective engagement. Future research could explore quantitative research into how communication factors relate to various target population characteristics.