Title: ReViewing Physical Activity in Older Adulthood
Funder: Economic and Social Research Council

Abstract: Setting up phase - Gain ethical approval for study elements - Consolidate relationships from creative industries for input at key points Phase 1: Development of 'provocation' - Recruit 6 multi-generational family groups (i.e., at least one adult over 65 and one adult or child under 30; groups may be close friends or family), spanning different segments of society (i.e., including at least one group on lower incomes, ethnic diversity, variations in family structure, older adults without family nearby etc), who are willing to take part in new experiences together, and film themselves doing so. - Create a series of 'challenge activities' to ask the family groups to film themselves taking on - Train family groups in film making - Support family groups to create footage - Agree with family groups what content can be used for later phases - Edit footage, and collate key moments for use in Phase 2 Phase 2: Elicitation of stereotypes and views through viewing of provocation content - Recruit people of all ages to attend screenings at the University of Bath TV studio to watch collated footage - Work with creative industries to develop an environment conducive to enjoyment of the activity, and confidence to express unguarded comments on what is seen, including the development of prompts and cues - Film a wide range of groups watching the footage, this may include; friendship groups of all ages from children upwards, family groups from Phase 1, other families, groups of professionals - Obtain consent for use of key parts of Phase 2 footage considered illustrative of stereotypes and meeting study aims - Professionally edit a final product to a 'trigger film' (or individual small films) in order to maximise entertainment value and novelty, while still reflecting how older adults would like to be represented and avoiding the endorsement of negative stereotypes. Phase 3: Prototype Design /Testing - Recruit stakeholders to participate in workshops - Design and run interactive stakeholder workshops - Run a light-touch consumer survey to explore initial consumer responses to the trigger film - Collate outputs of the pilot process for use in future championing of the approach (i.e., evidence of proof of principle) - Seek early adopters for further research activity

Lay abstract: Increasing physical activity in older age helps to reduce, delay or even reverse the development of chronic diseases, and can improve mobility, enhance wellbeing and reduce social isolation. However, most older adults don't get enough physical activity to benefit. Some of this may be due to negative social stereotypes about what older adults can and cannot do, and depictions of older people as frail and incapable. Negative stereotypes make older adults feel less welcome or accepted in the spaces where activity happens, deter physical activity and reduce social support. They can also deter the providers of products and services that promote physical activity from catering for older adults. This project aims to challenge and reverse negative stereotyping of ageing and physical activity through creating 'trigger films' to spark a societal shift in opinions and attitudes, prompting people to see things differently. This needs action at a whole-society level. Cultural and social changes in attitudes and norms in other stigmatised groups have been influenced by specific, memorable moments that caught public attention. For example, TV shows with provocative storylines about homophobia and mental health, or David Attenborough's Blue Planet triggering combined public, policy and industry action to reduce plastic use. The project will run in three phases; Phase 1 will involve the development of provocative film content, Phase 2 will explore how we can use this to elicit stereotypes and challenging conversations, and in Phase 3 we will work with stakeholders to explore how this could be implemented at scale. In Phase 1 we will recruit 6 multi-generational groups of family or friends from different segments of society, and work with them to film their experiences of navigating physical activity settings that put them out of their comfort zones together. We will work with creative industries to capture footage that is novel, surprising and ideally that provokes emotional reactions. In Phase 2, we will bring members of the public into the TV studios at the University of Bath to film them watching the prototype films, and capture their unguarded initial responses to what they see. Selected exerts of Phase 1 and Phase 2 footage will be professionally edited together to form a final trigger film (or films). Editorial decisions will be made in collaboration with creative industry partners and representatives from the families involved in Phase 1; the aim will be to maximise entertainment value and novelty, while still reflecting how older adults would like to be represented and avoiding the endorsement of negative stereotypes. In Phase 3 we will run workshops with stakeholders including industry (creative, sports, activity, health and other), governmental and third sector organisations, and the public to explore how we could best use and develop the trigger films at scale to start challenging social stereotypes. We will use the evidence generated through this final process as a basis for championing the approach beyond the lifespan of the present study, to identify some early adopters for further development and application of the concept.

Research activity codes: 1.2 PSYCHOLOGICAL AND SOCIOECONOMIC PROCESSES
Health categories: GENERIC HEALTH RELEVANCE