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Young people are increasingly the targets of public health and private-public sector campaigns to promote active lifestyles and longevity of the life span (Arnett, 2012; Faulkner, Kwan, Brownrigg, & MacNeill, 2011). Yet media campaigns alone cannot redress the barriers to physical activity. In this paper I argue that theories of life span and social marketing approaches to health promotion share a grounding in the behavioral sciences that need to be broadened to consider social determinants of active and inactive lifestyles and uncover how youth audiences make sense of health promotions. As such, I suggest how the social marketing of healthy life spans can move upstream to advocate policies and programs for youth activity. In this article I a) critically examine our shifting notions of youth and assumptions about life span, b) highlight trends in media consumption by youth, c) consider how kinesiology can broaden the social marketing lens to active media advocacy for social justice, and d) raise implications for research and intervention.

Professional sport organizations are showing increasing interest in proenvironmental strategies, as evidenced in part by the recent incorporation of sustainable design in many facilities. This interest may be driven by the perceived positive outcomes associated with the triple bottom line (TBL), which illustrates the environmental, social, and economic benefits of proenvironmental initiatives. The TBL has been the subject of both acclaim and criticism by scholars and practitioners, and this study provides new insight into its appropriateness as a reflection of proenvironmental organizations’ motives. Through standardized interviews, the authors found that professional sport organizations place particular emphasis on the TBL’s social component, which represents the objectives of increasing environmental awareness among fans and attracting new consumers. This study contends that the TBL’s three components are closely intertwined, and the implementation of commercial and social marketing strategies is necessary to attend to and realize the organizations’ stated goal of maximizing all three components.

The article describes the dissemination and implementation of the Aging Well and Healthily (AWH) program in the Netherlands. In the period 1997–1999 this process was monitored by means of telephone interviews with 263 participants, 28 peer educators, and 13 organizers. The program participants were mainly physically active and relatively healthy people in their mid 70s. The peer educators were in their late 50s. The overall satisfaction with the content and delivery of the AWH program was good; 13% of the participants enrolled in related local sports activities. In total, the AWH program was run 57 times, which did not meet the target of 50 times a year. Different factors could have negatively influenced dissemination. In the first place, the organization of the program was perceived to be complex and not compatible with the values of the organizations that were to implement the program. Also, 3 national implementation partners had organizational problems of their own. The results were used to design a new social marketing strategy, which appears to be successful.