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Senior Fitness Trade Association Launches Media Campaign Backing President Bush's HealthierUS
The International Council on Active Aging (ICAA), the worlds fastest growing trade association for the senior fitness and wellness industry, today announces a new $500,000 media support program, entitled Changing the Way We Age™. The program will support President George Bush in his new HealthierUS initiative, and educate the media about the concept and process of active aging. President Bush's HealthierUS Initiative is based on the premise that increasing personal fitness and becoming healthier is critical to achieving a successful and longer life. Extensive research has shown that making small adjustments and improvements in the activities of daily life can improve overall health and prevent disease and premature death. "To start the ball rolling, we need to first change the way society perceives aging," said ICAA CEO Colin Milner, "that's why we have called our program Changing the Way We Age™. And where better to start than ensuring the media has the right information, resources and tools to educate their readers." To achieve its goal of changing society's perceptions of aging, the ICAA will support all accredited media with a complimentary subscription to its publication the Journal on Active Aging and the ICAA weekly research e-newsletter, ICAA in the News. In addition, media representatives will have full access to the ICAA website's member section, as well as the opportunity to interview some of the world's foremost experts on aging, physical fitness, weight management and health. These renowned experts include: •Dr. Steven Blair, Director of Research The Cooper
Institute in Dallas, served as Senior Scientific Editor for the U.S.
Surgeon General's Report on Physical Activity and Health and has published
almost 300 scientific papers and chapters. Dr. Blair's research focuses on
the associations between lifestyle and health, with a specific emphasis on
exercise, physical fitness, body composition and chronic disease. •Dr. Jessie Jones, Professor in the Division of Kinesiology and Health Promotion, at California State University at Fullerton, Co-director of the Center for Successful Aging. Professor Jones is nationally and internationally known in the field of exercise science and aging for her research, program design and curriculum development. Dr. Jones is especially known for her landmark study that developed the first comprehensive functional fitness test for older adults with national norms and threshold points to identify seniors at-risk for mobility problems. •Dr. Debra Rose, Professor in the Division of Kinesiology and Health Promotion, at California State University at Fullerton, Co-Director of the Center for Successful Aging. Dr. Rose's expertise is in the area of fall prevention research in older adults. She served on the Executive Board of the North American Society for Psychology of Sport and Physical Activity and is a fellow of the Research Consortium of the American Alliance for Health, Physical Education, Recreation and Dance. •Robert Snyder M.S., Senior Partner of the Mature Market Group, a part of J. Walter Thompson Worldwide. The Mature Market Group is one of the leaders specializing in marketing to the 50-plus age group. Robert is nationally recognized as an authority on senior values and belief systems. "The reason we created the ICAA," says Milner, "was to give people who worked in the field of senior fitness/wellness the knowledge they need to serve their aging members or residents better, while raising industry standards and levels of service. With the Changing the Way We Age™ Media Support Program, we will provide the media with unparalleled access to the latest cutting-edge information and groundbreaking research, while educating them about how that research can apply to an aging population. This is the most important initiative we have undertaken todate, he said. Sharing this information with the media continues our commitment to our members and to helping change the way we age as a society, and that what it's all about. " About the International Council on Active Aging
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