245402 Media outlets and utilization in rural areas

Tuesday, November 1, 2011: 2:30 PM

Molly Matthews-Ewald, MS , Health Research Center, West Virginia University, Morgantown, WV
Carole V. Harris, PhD , ICF International, Atlanta, GA
Amy Berner, MA , Health Research Center, West Virginia University, Morgantown, WV
Scott Eubank, BA , WV Office of Community Health Systems and Health Promotion, WV Department of Health and Human Services, Charleston, WV
Lauren Penwell, MA , Health Research Center, West Virginia University, Morgantown, WV
Andrew S. Bradlyn, PhD , ICF Macro, Morgantown, WV
Stephanie S. Frost, PhD , Health Research Center, West Virginia University, Morgantown, WV
Keri Kennedy, MPH , Office of Child Nutrition, West Virginia Department of Education, Charleston, WV
Kristy Blower, MA , Office of Child Nutrition, West Virginia Department of Education, Charleston, WV
Jessica Coffman, MA , Health Research Center, West Virginia University, Morgantown, WV
Kimberly Bosworth Blake, PharmD, MBA, PhD , School of Pharmacy, Auburn University, Auburn, AL
Introduction: To support policy, systems, and environmental change regarding physical activity and nutrition, the West Virginia Communities Putting Prevention to Work (CPPW) team has employed a variety of site-specific strategies and innovative messages to supplement the national campaign. These strategies include websites, Facebook and Twitter, community flyers, television and radio advertisements, and billboards throughout the 6-county rural region.

Methods: To evaluate the reach and impact of media messages, the following data have been collected: (1) BRFSS questions regarding awareness and knowledge of media content; (2) web analytics including number of visits to websites, number of page views; (3) gross rating points for purchased media and clippings of earned media; and (4) semi-structured interviews with CPPW coordinators to assess perceptions of media efficacy, media facilitators and barriers, and feedback from community members.

Results: (1) baseline BRFSS data have been collected and results will be available by March 2011; (2) web analytics for January 31-February 6, 2011 compared to October 7-13, 2010 revealed new visits to the website have remained constant at about 44% and average time on the site has increased by 6:18 minutes; and (3) process interviews identified challenges with community reach due to lack of local radio/television stations and high-speed internet in some areas.

Discussion: The current status of media messaging, as well as the lessons learned in utilizing various media outlets in rural environments, will be discussed.

Learning Areas:
Communication and informatics

Learning Objectives:
1. Describe the variety of media outlets available in rural communities. 2. Describe evaluation methods and outcomes used for media.

Keywords: Media Campaigns, Rural Communities

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the main contact person for the media for the Mid-Ohio Valley Communities Putting Prevention to Work.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

See more of: Community Campaigns to Fight Obesity: Leveraging Media through Communities Putting Prevention to Work (CPPW)
See more of: Public Health Education and Health Promotion