Serita Reels, BS, Department of Community Health and Prevention, Drexel University School of Public Health, 245 N. 15th Street, Philadelphia, PA 19102, 215-762-6512, SMR22@DREXEL.EDU

Background: In the United States, obesity has risen at an epidemic rate among children and adolescents. It is possible that the increase in obesity among children and adolescents is due to the numerous food advertisements that encourage the over consumption of high fat foods. Although a great deal of literature has addressed how children react to food advertisements, there is still little research on the effectiveness of using various theory driven approaches in designing messages to promote healthy foods to children. Objectives: The purpose of this study is to include adolescents in the development of effective messages that can be used in a social marketing campaign to promote healthy eating to children. Design: Four focus groups (two consecutive focus groups divided by gender) allowed for adolescent participation and feedback on message design. Participants are between the ages of 11-13. The objective of the first focus group session was to explore the student’s beliefs, practices, and behaviors around food and health. The second session involved developing messages from two theory-driven approaches to designing health messages-positive affect and behavioral inoculation. Students were given examples of messages and slogans from these two theory-driven approaches to designing health messages. The students then developed their own messages from each perspective. Conclusions: This research will enhance the current understanding of how to design health messages to promote healthy foods to children and adolescents in low/moderate income communities.

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