202443 Outcomes of the 5-4-3-2-1 Go! Obesity Prevention Social Marketing Campaign

Monday, November 9, 2009

W. Douglas Evans, PhD , Department of Prevention & Community Health, The George Washington University, Washington, DC
Jonathan Necheles, MD, MPH , Consortium to Lower Obesity in Chicago Children, Childrens Memorial Hospital, Chicago, IL
Adam Becker, PhD, MPH , Consortium to Lower Obesity in Chicago Children, Childrens Memorial Hospital, Chicago, IL
Katherine Kaufer Christoffel, MD, MPH , Center for Obesity Management and Prevention, Children's Memorial Research Center, Childrens Memorial Hospital, Chicago, IL
Recent studies suggest that community-based social marketing can reduce obesity risk behaviors among low-income urban residents. This presentation summarizes outcomes from 5-4-3-2-1 Go!, a branded social marketing campaign led by the Consortium to Lower Obesity in Chicago Children (CLOCC; www.clocc.net). The 5-4-3-2-1 Go! brand promotes 5 obesity-related behavioral outcomes related to diet and physical activity. CLOCC uses mass media, community-based outreach, and an extensive partnership network to promote parental action to reduce childhood obesity risks. A major initiative through which this message is disseminated is Healthy Foods, Healthy Moves: InForm Chicago, a program developed by CLOCC and partner Communities in Schools of Chicago (CISC; www.chicagocis.org).

We report on a randomized field trial with participants sampled from 6 Chicago neighborhoods. We surveyed parents in 2007-08 before the campaign began and again in 2008-09 after 1 year of implementation. We collected data both about parents' 5-4-3-2-1 behaviors and perceptions of their children's behaviors, as well as their community environment. The primary aim of this study was to identify the effect of campaign exposure (treatment) on 5-4-3-2-1 behaviors, controlling for socio-demographic and environmental factors.

Multivariable logistic regression models tested the effects of campaign exposure on outcome behaviors after 1 year. Parent race/ethnicity and age were associated with nutrition and sedentary behaviors. Positive social norms about physical activity were also related to higher nutrition behaviors. Lower social capital was generally correlated with lower 5-4-3-2-1 behaviors. Higher parental community involvement was correlated with higher children's physical activity and water consumption.

Learning Objectives:
At the end of this session, participants will be able to: 1. Understand the evidence for community-based obesity prevention 2. Know the strategy and approach used in the 5-4-3-2-1 Go! campaign 3. Describe the evidence that 5-4-3-2-1 Go! is effective in reducing obesity behavioral risk factors

Keywords: Health Disparities, Obesity

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I designed and conducted the research to be presented.
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.