Table 2 Key findings and implications

Only very general understanding of the importance of maintaining body strength and balance

Consider a communications programme specifically to emphasise the importance of strength and balance as one ages

Low salience: strength and balance activities were not seen to be an important part of participants’ lives

Perhaps emphasise the negative consequences (e.g. falls and loss of independence)

Most participants only want to be strong enough to get on with normal life

Specifically emphasise the importance of doing more as one ages (not less)

Participants aged 50–70 likely to think they were too young to worry about strength and balance

Encourage preparation for older age

Balance tended to be mentioned only if someone had experienced a problem

Emphasise the importance of good balance

NHS staff – especially physiotherapists – are a key source of information on the topic

Involve NHS staff in specific broad communications programme, along with the concept of ‘making every contact count’