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We present a social marketing conceptual framework for Experience Corps Baltimore City (EC) in which the desired health outcome is not the promoted product or behavior. We also demonstrate the feasibility of a social marketing–based recruitment campaign for the first year of the Baltimore Experience Corps Trial (BECT), a randomized, controlled trial of the health benefits of EC participation for older adults.

We recruited older adults from the Baltimore, MD, area. Participants randomized to the intervention were placed in public schools in volunteer roles designed to increase healthy behaviors. We examined the effectiveness of a recruitment message that appealed to generativity (i.e., to make a difference for the next generation), rather than potential health benefits.

Among the 155 participants recruited in the first year of the BECT, the average age was 69 years; 87% were women and 85% were African American. Participants reported primarily generative motives as their reason for interest in the BECT.

Public health interventions embedded in civic engagement have the potential to engage older adults who might not respond to a direct appeal to improve their health.

All that's required on your part is a willingness to make a difference. That is, after all, the beauty of service. Anyone can do it.

President Barack Obama, upon signing the Edward M. Kennedy Serve America Act, April 21, 2009 T laceup sneakers Black Tods IeJC3

Social marketing uses marketing principles to promote interventions that enhance a social good. Social marketing–based public health interventions could be particularly useful in addressing health behaviors such as physical inactivity, where health education alone may not be effective. low top sneakers Brown Buttero 4YcZNa
Social marketing differs from traditional health education in that the health promotion outcome may not be identical to the product or behavior being promoted. Marc Jacobs Woman Flat Blush Size 40 Marc Jacobs x9qmUEONF
An example of this is the VERB campaign, which increased free-time physical activity among children aged 9 to 13 years by marketing “fun” and “cool” activities, rather than focusing primarily on health benefits or health risks. FOOTWEAR Lowtops amp; sneakers HUGO BOSS jGymlEHmn
Similarly, in Baltimore, Maryland, Experience Corps Baltimore City (EC) was designed to increase physical, cognitive, and social activity among seniors through specially designed volunteer roles in public elementary schools. Leather sneakers Fendi ePi6wi
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In 2006, the National Institute on Aging funded the Baltimore Experience Corps Trial (BECT), a randomized controlled trial designed to determine the model's potential to compress the morbidity associated with aging. 7 In addition to the primary outcomes of mobility-associated disability, the BECT analyzes the effect of the model on self-reported falls, self-efficacy, memory, health expenditures, and physical activity. The recruitment for the BECT represents a model for future social marketing interventions that could promote health through an appeal to the participation of older adults in national and community service.

If American pizazz usually trumps Viennese style in CFO's shows, you have to admire their fidelity to the original texts, not to mention the spirit and dedication of the performers. They include singers from the Lyric Opera and Chicago Symphony choruses, and orchestral players from the Civic Orchestra of Chicago augmented by area freelance musicians.

Both the Libertyville-born Kelly (the troupe's executive director) and Frantzen hold masters of music degrees and studied voice in Europe. They met in 1996 while they were performing with the operetta ensemble Ohio Light Opera in Wooster, Ohio. They were married two years later and have spent the better part of the last decade singing with the Chicago Symphony Chorus. Frantzen also sang for nine years with the Lyric Opera Chorus.

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, where she has been in residence for years. This time was special, though, and not only because she was returning from...

The mom and pop entrepreneurs aren't a bit ashamed to admit they run their not-for-profit out of the basement of their Oak Park home. They are CFO's entire staff, and neither draws a salary. "Everything we do is a labor of love," Kelly remarks.

You better believe it. Virtually every cent of the operating budget – about $110,000 for the three shows the company is producing this year – goes toward the singers, chorus, orchestra, production team and music director Anthony Barrese, plus hall and score rentals and miscellaneous expenses.

Support comes from the Pauls Foundation, Richard Driehaus Foundation, MacArthur Foundation and Elizabeth F. Cheney Foundation, along with private donations and contributions from the company's seven board members.

"With us it's really all about the projects," Frantzen says. "Not many companies could do such large-scale works on a budget like ours."

Everyone in the folks operetta orbit pitches in. Frantzen and Hersh Glagov, the couple's next-door neighbor in Oak Park, typically spend long evenings working on English translations for current and future shows. "I call him over when I need him," Frantzen remarks.

The directors audition about 200 singers a season for roles in the company's shows. "We hear everybody from music theater-trained singers and actors to classically trained perfomers – we need both types in our shows," Kelly explains. "And we expect our singers to be good dancers as well."

"Many people have the misconception that because our shows have lighter subject matter they are easy to do," says Frantzen. "But oftentimes these works are just as challenging to produce as 'serious' operas."

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