|
|
|
|
|
Patrick T. Koeppl, Matthews Media Group, Inc., 2600 Tower Oaks Boulevard, Suite 200, Rockville, MD 20852, 301-984-7191, patrick.koeppl@matthewsgroup.com and Nancy Mulligan, Matthews Media Group, 2600 Tower Oaks Boulevard, Suite 200, Rockville, MD 20852.
The U.S. Department of Health and Human Services’ Office on Women’s Health (OWH) hired Matthews Media Group (MMG) to conduct formative research on the weight, eating habits and fitness among middle-school age girls to inform the development of an obesity prevention “tool kit” for parents and health care providers. The qualitative research included a series of 16 focus groups with middle-school girls who were at-risk for or already overweight, parents of at-risk for or already overweight girls ages 11 to 13 years and school nurses who work closely with this age group, and 9 telephone interviews with health professionals. The groups conducted with girls and parents were racially/ethnically heterogeneous (Caucasian, African-American, Caucasian, Hispanic and Native American); providers represented a diversity of cultural backgrounds and professionally serve a wide range of racial/ethnic and socioeconomic communities. Obstacles to and suggestions for preventing obesity were generally consistent across focus groups, although subtle differences that emerged between racial/ethnic groups reflect a need for a tailored approach specific to individual cultural groups. Detailed discussion of methodology, key findings and recommendations for materials, messages and behavioral change strategies will be presented.
Learning Objectives:
Keywords: Obesity, Adolescent Health
Presenting author's disclosure statement:
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: This research was performed under a contract between the Office on Women's Health and my place of employment, Matthews Media Group, Inc.