A social marketing approach to the District of Columbia’s SCHIP program: Implementing "Fit for a Lifetime" in DC public schools


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

3345.0: Monday, December 12, 2005 - Board 7

Abstract #111905

Dawn Ware, MPH and Artencia Hawkins-Bell. Health and Community Services, Houston Associates, Inc, 4601 N. Fairfax Drive Suite 1200, Arlington, VA 22203, 703-284-8764, dware@hai.com

Studies suggest that the U.S. is in the midst of a health epidemic: obesity. Overweight/ obesity statistics for District of Columbia public school students parallel those nationwide. As obesity continues to be linked with serious health conditions, physical activity and nutrition have emerged as leading health indicators. Recognizing that social marketing has proven successful in developing health programs that involve behavior change within an environment of choice, DC Healthy Families (the District's free health insurance plan) used social marketing principles – market segmentation, formative research, and evaluative research – to design a school-based obesity intervention. Secondary research uncovered a variety of studies linking childhood obesity and overweight to adult obesity, and supported early intervention. Research further pointed to the increasingly independent adolescent as an important subgroup to target. Together with existing primary research, the Fit For A Lifetime program was developed to: positively influence attitudes, perceptions and biases about nutrition/physical activity, and increase the proportion of adolescents engaged in healthy behaviors. Using focus groups, a USDA curriculum designed for adolescents was locally tailored and then used by health educators to instruct 3,141 middle and junior high school students in six “at-risk” schools. Post-tests were conducted at the conclusion of this two-year program. With key determinants in place – school/student incentives, communication, and knowledgeable health educators – there was an increase in nutrition/physical activity knowledge, eating/fitness behaviors, and health attitudes from pre- to post-intervention.

Learning Objectives:

At the conclusion of the session, the participants in this session will be able to

apply social marketing strategies to support the planning, implementation, and evaluation of school health programs; address the complex variety of barriers adolescents face when trying to increase physical activity and improve their diets; and combine a school setting with community resources.

Keywords: Social Marketing, Obesity

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.

School Health Posters: Nutrition and Physical Activity

The 133rd Annual Meeting & Exposition (December 10-14, 2005) of APHA