238650 NYC CPPW-Obesity Media

Tuesday, November 1, 2011: 2:45 PM

Gretchen Van Wye, PhD, MA , Bureau of Chronic Disease Prevention, NYC Department of Health and Mental Hygiene, Queens, NY
Caroline Wallace, MPH , Bureau of Communications, NYC Department of Health and Mental Hygiene, Queens, NY
Elizabeth A. Kilgore, MA , Bureau of Chronic Disease Prevention and Tobacco Control, New York City Department of Health and Mental Hygiene, Queens, NY
Jeffrey Escoffier , Communications, NYC Department of Health and Mental Hygiene, Queens, NY
Maura Kennelly, MPH, CHES , Bureau of Chronic Disease Prevention, NYC Department of Health and Mental Hygiene, Queens, NY
Cathy Nonas, MS, RD , Bureau of Chronic Disease Prevention, Physical Activity and Nutrition Program, New York City Department of Health and Mental Hygiene, Queens, NY
Sonia Y. Angell, MD, MPH , Bureau of Chronic Disease Prevention and Control, NYC Department of Health and Mental Hygiene, New York, NY
Christine J. Curtis, MBA , Bureau of Chronic Disease Prevention, NYC Department of Health and Mental Hygiene, Queens, NY
Deborah Deitcher, MPH , HPDP Administration, NYC Department of Health & Mental Hygiene, Queens, NY
Lynn D. Silver, MD, MPH , HPDP Administration, NYC Department of Health and Mental Hygiene, Queens, NY
INTRODUCTION: Media was effective in tobacco control and is being tested as a strategy to prevent and reduce obesity in NYC in conjunction with other CPPW policy, system, and environmental change strategies. Initial focus has been on developing hard-hitting sugary drink counter-advertising aimed at reducing sugary drink consumption. METHODS: Loss-framed messages based on psychological reactance theory were developed, tested, placed,and evaluated. RESULTS: Concepts with hard-hitting illustrations of health effects unfamiliar to laypeople were considered most impactful, and common, identifiable behaviors like frequent consumption of sugary drinks over the course of a day. To date, 2 campaigns have been placed: 1) “Refresher” of a previously-developed sugary drink campaign, including a YouTube video (125,000 views), a print campaign placed on mass transit (64M impressions), and a press release. Over 70 earned media placements were generated. 2) Major sugary drink campaign was placed on television and mass transit and complemented by a press release (63M impressions and a GRP of 75). A street intercept survey conducted among 1200 New Yorkers shown campaign images found that 75% recalled seeing one or more campaign ads; and half reported drinking less sugary drinks than the same time last year. DISCUSSION: These represent the first innovations taking obesity media to the level of tobacco media, reaching millions of New Yorkers with hard-hitting campaigns.

Learning Areas:
Chronic disease management and prevention
Communication and informatics

Learning Objectives:
1. Define a general process through which social marketing campaigns are developed. 2. Discuss the timing of campaign launches and their integration with earned media strategies. 3. Evaluate proposed marketing strategies in the context of other media.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I oversee the implementation of the NYC-CPPW-Obesity, including media, in my capacity as the Director of CPPW-Obesity at the New York City Department of Health and Mental Hygiene. I also have taught communication courses and practiced professionally as a communications specialist.
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.

See more of: Community Campaigns to Fight Obesity: Leveraging Media through Communities Putting Prevention to Work (CPPW)
See more of: Public Health Education and Health Promotion