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

Abstract #110939

Adriane K. Griffen, MPH, CHES, Spina Bifida Association of America, 4590 Mac Arthur Blvd., NW, Suite 250, Washington, DC 20007, 202-944-3285x13, agriffen@sbaa.org

Spina Bifida is the most common and permanently disabling birth defect causing full or partial paralysis, neurological disorders, and learning disabilities, with higher rates among Hispanics. The 62 million women of child-bearing age are at risk of having a baby with Spina Bifida. Up to 70 percent of Spina Bifida births could be prevented if women were to take the B-vitamin folic acid every day. Spina Bifida Association of America (SBAA) audience research shows that the grocery store is an ideal place to communicate folic acid information with women. SBAA conducted a series of in depth interviews to examine the specific strategies for disseminating information on folic acid to women through grocery store partnerships and placements (June 2003). Based on these findings, SBAA developed a visually bold, bilingual (English and Spanish) “aisle violator” with a take-home tear off sheet to be displayed in four key locations: fruit and vegetable aisle, vitamin/supplement aisle, cereal aisle and feminine product aisle. SBAA pursued a non-paid placement strategy through local partnerships with grocery chains and Congressional members of the Spina Bifida Caucus. With this strategy, SBAA targeted one key Hispanic region of the country, Florida, to serve as a demonstration effort prior to expanding to a national effort. Congresswoman Ros-Lehtinen (FL) played a crucial role in assisting SBAA with this placement to the grocer chain, Publix. Placements are expected to take place in Spring 2005. Placement results and analysis of impact on folic acid consumption will be available at time of presentation.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Assess and apply local community and political partnerships in placement of health messages in the community.
• Articulate the social marketing methods for creating health message placements.
• Describe the steps involved in placing health messages in a grocery store setting.
• Describe the importance of the B-vitamin folic acid for all women.

Keywords: Health Education Strategies, Community-Based Partnership

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.