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Background
Healthy Ageing is a complex intervention aimed at reducing the prevalence of loneliness among elderly Dutch people.
Purpose
This study aimed to assess how mass media communication materials, information meetings, and psychosocial courses were received by elderly people at high risk of loneliness.
Methods
Face-to-face interviews with 17 independently living elderly persons at increased risk of loneliness were conducted. They provided information about factors influencing attention to and acceptability of the content of the intervention components. Interviews were audiotaped, transcribed, and analyzed with Atlas.ti.
Results
The mass media communication materials were not successful in attracting attention because interviewees' expectations about the communication channels differed from what was provided, the perceived personal relevance of the message was low, and the presentation was not attractive. The content of the intervention components was not well received because the objectives and components did not connect with the priority group's perception of their environment.
Discussion
This study showed that the classical health education approach with one-way communication did not succeed in reaching the priority group.
Translation to Health Education Practice
To select appropriate theoretical methods and practical strategies, such as using storytelling and personal invitation, we recommend involvement of the priority group.
