165535 Challenges of Evaluating Health Marketing Campaigns: A Look at SPOT THE BLOCK

Monday, November 5, 2007: 3:30 PM

Marjorie Davidson, PhD , Center for Food Safety and Applied Nutrition, U.S. Food and Drug Administration Center for Food Safety and Applied Nutrition, College Park, MD
In accordance with the Food and Drug Administration's ongoing effort to address the United States' obesity epidemic, a partnership was developed with the Cartoon Network, to launch a public education campaign for kids, tweens and their parents. The nutrition awareness campaign, SPOT THE BLOCK, provides simple, actionable information. The campaign encourages kids and tweens to look for the nutrition facts located on food labels, to understand the information provided on food labels and to use the information to make healthy eating choices.

Utilizing online and customized public education on-air spots featuring characters from popular characters from the Cartoon Network's programming, kids and tweens learn about portion control and healthy eating lifestyles. This partnership utilizes a unique outreach approach including public service announcements (PSAs), a custom mini website featuring an interactive nutrition “block” as well as a unique drive-to-site campaign on the Cartoon Network's website that will take tweens directly to the SPOT THE BLOCK mini website.

During this session, strategies and challenges for evaluating this media partnership will be discussed.

Learning Objectives:
1. Participants will understand the relevance and potential of health marketing for public health organizations 2. Participants will learn how non traditional elements of marketing can be leveraged for public heath 3. Participants will examine examples to learn about the details of social marketing campaigns and evaluation 4. Participants will learn through examples how marketing principles can be used to launch new public health interventions

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.