Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #100608

Ann C. Forsythe, PhD¹, Patricia L. Van Dyke, MA², Sandra S. Walsh, BA², Judith A. McDivitt, PhD³, and R. Craig Lefebvre, PhD⁴. (1) Division of Nutrition and Physical Activity, Centers for Disease Control and Prevention, 4770 Buford Highway NE, MS K-46, Atlanta, GA 30341, (2) Edelman, 1875 Eye Street, NW, Suite 900, Washington, DC 20006, (3) Division of Nutrition and Physical Activity, Centers for Disease Control & Prevention, 4770 Buford Hwy, M/S K46, Atlanta, GA 30341, 770-488-5555, zlf2@cdc.gov, (4) Consultant, 3123 Helsel Drive, Silver Spring, MD 20906

The Surgeon General's Report on Bone Health and Osteoporosis calls for a national action plan to prevent bone disease in the nearly 34 million people, over the age of 50 who will be at risk for osteoporosis by the year 2020. Specifically, the report urges to “set the stage during infancy, childhood, and adolescence for children to have healthy bones throughout their lives.” The National Bone Health Campaign (NBHC) was launched in September 2001 to tackle this preventable disease in youth audiences. In 2004, CDC and Edelman Public Relations developed a comprehensive framework to develop a 5-year plan for the next phase of the campaign. This framework combines social marketing principles and harnesses private-public sector and other partnerships to design, formulate and drive the NBHC for a lengthy and sustainable period. However, designing a social marketing intervention for youth is a daunting task. Instrumental to the success of a five-year social marketing strategy are the stakeholders and partners who collectively spearheaded program development, embedding their expertise into each step and phase, strategizing behavior change mechanisms and refining and honing a marketable campaign with measurable outcomes along the way to a tangible final campaign plan. This presentation will describe CDC's strategy to design an actionable, measurable plan for alliance building with intermediaries, stakeholder and national partners; a design that put heavy emphasis on the equity of the public-private partnership process.

Learning Objectives: At the conclusion of the session, the participant will be able to

• develop a comprehensive social marketing partnership plan for national and local public health campaigns,
• identify, analyze, synthesize and forecast for shifts in partnership development and outcomes, and
• measure the effectiveness of on-going partnership development, outreach and promotion for campaign sustainability.

Keywords: Public Health Education and Health Promotion, Partnerships

Related Web page: www.cdc.gov/powerfulbones

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.