AARP Conducts Social Marketing Campaign to Motivate Older Adults in Richmond, Va., and Madison, Wis., to be

Describes a social marketing project to promote increased physical activity in two demonstration sites, Richmond, Va., and Madison, Wis., from 2002 through 2004. This project, called the Active for Life Campaign, was the marketing communications component of RWJF's national program Active for Life: Increasing Physical Activity Levels in Adults 50 and Older,