The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #61537

Keri Jupka, MPH¹, Cathy Ludwig Bell, PhD, RD¹, Heather A. Jacobsen, MPH¹, Ricardo J. Wray, PhD¹, Caren Bacon, BS¹, Andrew Shea², and Matthew W. Kreuter, PhD, MPH¹. (1) Health Communication Research Laboratory, School of Public Health, Saint Louis University, 3545 Lafayette Avenue, St. Louis, MO 63104, 314-977-4084, jupkaka@slu.edu, (2) Bureau of Chronic Disease Control, Missouri Department of Health and Senior Services, 920 Wildwood Dr., Jefferson City, MO 65102

Effective health communication programs start with audience-centered research. This project used a systematic process involving three phases of formative research to plan and develop a statewide campaign to promote walking in Missouri. During Phase I, 22 focus groups were conducted around the state to determine barriers, benefits, and motivators for walking. Participants discussed why they walk or don’t walk. Information from focus groups was used in Phase 2 to formulate messages for campaign materials. The campaign was designed to help the public overcome barriers by answering four questions: (1). Where do you walk? (2). When do you walk? (3). With whom do you walk? (4). Why do you walk? Sample print, radio, and television ads were created using CDCynergy and tested in 15 focus groups across Missouri. Participants provided feedback about the design and content of campaign materials. Based on focus group findings campaign materials were finalized. A pilot site in a midsize community was chosen, based on its capacity and willingness to coordinate the project, for implementation of Phase III. Working with local community organizations, campaign ads were placed in local print and radio media, then qualitative and laboratory methods were used to evaluate audience response.

Learning Objectives:

• Explain how formative research was used to design media based health education and promotion materials.
• List the major steps involved in developing and implementing an audience-based media campaign.
• Discuss the difficulties researchers face when working with community based media outlets.

Keywords: Media Campaigns, Physical Activity

Presenting author's disclosure statement:
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.