An investigation into the understanding and awareness of asthma in older adults was conducted in the Illawarra region of NSW. Results indicate that older adults are unaware of the prevalence and severity of asthma, have limited understanding of symptoms and treatments, and tend to associate the condition with children. Health care providers report that older people tend to accept or minimise respiratory symptoms as a natural part of ageing. A consumer focused social marketing approach to reducing asthma morbidity and mortality in the 65 and older age group reveals specific lines of action to changing voluntary behaviours in both older adults and the health professionals who treat them. Broader issues (price analysis) with regard to facilitating behaviour change (product) are examined with further social marketing implications for message development, intermediaries, and marketing channels.