Osteoporosis, a bone crippling disease characterized by low bone mass and increased bone fragility, can lead to painful bone fractures, loss of ambulation, and lowered quality of life. Osteoporosis is a major public health threat for 28 million Americans, 80 percent of whom are women. And, although at less risk for osteoporosis than Caucasians or Asians, Hispanics and African Americans suffer from osteoporosis in considerable numbers. One of the best defenses against osteoporosis is a diet rich in calcium and vitamin D combined with regular, preferably daily, weight-bearing exercise. In October of 1999, California Project LEAN (Leaders Encouraging Activity and Nutrition), a program of the California Department of Health Services and the Public Health Institute, received funding to conduct formative research for a California bone health campaign targeting pre-menopausal, food stamp eligible African American, Caucasian and Hispanic mothers and their family members. Formative research included a literature review; an Environmental Scan of 10 bone health initiatives currently underway throughout the United States; key informant telephone surveys with professionals who promote bone health; and an analysis of commercial market research of the target audience. The first year objective of this effort was to develop a social marketing plan that details physical activity and nutritional patterns, competing behaviors, barriers, perceived benefits and motivations of the target audience; campaign and program objectives; a communication objective and message concepts; strategies, tactics, and channels that may result in the adoption of positive behavior changes by the target audience; and an evaluation plan.
Learning Objectives:
Keywords: Low-Income,
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.