185692 Empowering Children and Youth: Innovative and effective social marketing and youth engagement strategies for nutrition and physical activity education

Wednesday, October 29, 2008: 1:30 PM

Reba Meigs, MPA , California Department of Public Health, Public Health Institute, Sacramento, CA
Kamaljeet Singh-Khaira , California Department of Public Health, Public Health Institute, Sacramento, CA
Katharina Streng , California Department of Public Health, Public Health Institute, Sacramento, CA
Betty Sun, RD , California Department of Public Health, Public Health Institute, Sacramento, CA
Tanya Garbolino, MBA , Cancer Prevention and Nutrition Section, Public Health Institute, Sacramento, CA
The Network for a Healthy California employs effective, innovative, research-based, age-appropriate youth intervention campaigns and programs to encourage low-income food stamp eligible children and youth to eat more fruits and vegetables (FV) and engage in 60 minutes of physical activity (PA) daily. Using the social ecological model, children and youth participate in activities at schools, community youth organizations, farmers' markets, supermarkets, and with policy-makers. The Harvest of the Month program provides a consistent base of knowledge for grades K-12, emphasizing the farm-to table connection and providing materials for educators and parents. Results showed a statistically significant change for knowledge (p<.001), four of five self-efficacy scales (p<.001). and consumption (p<.001). The Children's Power Play! Campaign empowers 9-11 year olds with the knowledge and skills to make healthy choices at schools and home by influencing psychosocial determinants of FV consumption, including knowledge (4 items, P < .05 to P < .001), positive outcome expectations (fifth-grade only, P < .0001), asking/shopping and eating self-efficacy (P = .039 and P < .0001); PA knowledge (2 items, P < .001), outcome expectations (P = .014), and support seeking self-efficacy (P = .037), but not barriers self-efficacy. The Youth Empowerment Program engages and activates students ages 12-18 and their adult allies in youth-led participatory action research and provides opportunity for youth to develop and strengthen their leadership skills, as well as co-develop innovative strategies to help address health, nutrition and physical activity issues. This presentation will demonstrate a unique continuum of social marketing and youth empowerment strategies designed to increase FV consumption and PA levels for the prevention of overweight and chronic disease. It will describe different types of methods used to evaluate the diverse youth intervention strategies. It will also discuss key findings from case studies that highlight environmental change outcomes from regional implementation efforts and discuss key strategies to successfully engage youth in program planning, implementation and development.

Learning Objectives:
1) Discuss three methods to successfully evaluate social marketing and youth empowerment campaigns and programs. 2) Identify three youth engagement strategies to encourage environmental change efforts toward increased access to fruit and vegetables and physical activity opportunities at school, home, and within the community. 3) Describe four strategies for developing community partners to include schools, youth organizations, farmersí markets, retailers, policy-makers, and public/non-profit entities.

Keywords: Food and Nutrition, Child/Adolescent

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be an Abstract presenter because I have extensive experience with program planning, implementation and evaluation of public health education programs and social marketing campaigns and knowledge of and experience working on environmental change and youth empowerment strategies.
Any relevant financial relationships? No

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.