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APHA Scientific Session and Event Listing

Recorded presentation

Jonathan Necheles, MD, MPH¹, Matt Longjohn, MD, MPH¹, W. Douglas Evans, PhD², and Katherine Kaufer Christoffel, MD, MPH³. (1) Evaluation Director, Consortium to Lower Childhood Obesity in Chicago Children, 2300 Children's Plaza, #157, Chicago, IL 60614, 312-573-7765, JNecheles@childrensmemorial.org, (2) Health Promotion Research, RTI International, 701 13th Street, NW, Suite 750, Washington, DC 20005, (3) Center for Obesity Management and Prevention, Children's Memorial Research Center, The Consortium to Lower Obesity in Chicago Children (CLOCC), 1731 Marcey Street, Suite 400, Chicago, IL 60614

Childhood obesity prevention is an epidemic and prevention must include effective public education that promotes healthier behaviors. With community groups, corporate advisors, and city officials, the Consortium to Lower Obesity in Chicago Children (CLOCC) has developed an initiative aimed at changing family and child norms, behavior, and social and physical environments, to improve diet and increase physical activity.

CLOCC represents over 1,100 dedicated coalition members. In Chicago, 23% of children are overweight at school entry; with higher rates among minority and low income children. CLOCC focuses on preschoolers, families, and other influencers. Public education initiatives include youth ambassadors from target communities to spread the build credibility for the message, along with earned media and an initiative website (http://www.clocc.net/coo/prevention/resources.html).

The core message (5-4-3-2-1 Go!) offers suggestions for a lifestyle that includes daily: 5 servings of fruits and vegetables, 4 of water, 3 of low-fat dairy, 2 or less hours of screen time, and at least 1 hour of physical activity. With Research Triangle Institute (RTI), CLOCC is evaluating effects on parents and children, and youth ambassadors' self-efficacy, behavior, and empowerment. Parent and child outcomes include specific nutrition and physical activity behaviors, behavioral mediators, and moderating effects (e.g., food access). Family nutrition environment, media use, physical activity, and food availability, are evaluated observationally.

We present CLOCC's experience in developing this initiative including: message development, conceptualizing the idea and design; assimilating the best available evidence to create the initiative's core messages and content; collaborating with community, city organizations, and corporations.

Learning Objectives: At the end of the presentation, the audience will

• Recognize and prioritize the key steps involved in creating a health promoting public education initiative and its evaluation, and
• Be able to describe the key messages behind the initiative and the context in which the dissemination is anticipated.
• Understand the importance of collaborating across different disciplines, and sectors of Chicago communities.

Keywords: Health Communications, Obesity

Related Web page: www.clocc.net

Presenting author's disclosure statement:

Any relevant financial relationships? No

Recorded presentation