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

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.