240260 Valuing Youth Voices: Digital Animation as a Novel Translation of Violence Prevention Research Findings to Effectively Communicate with Youth Audiences

Monday, October 31, 2011: 2:30 PM

Nicole A. Vaughn, PhD , Department of Health Management & Policy, Drexel University School of Public Health, Philadelphia, PA
Sara Jacoby, MSN , School of Nursing, University of Pennsylvania, Philadelphia, PA
Thalia Williams , School of Public Health, Drexel University, Philadelphia, PA
Terry Guerra , Achieveability, Philadelphia, PA
Nicole A. Thomas, MBA , Philadelphia Area Research Community Coalition, University of Pennsylvania, Philadelphia, PA
Therese Richmond, PhD, CRNP, FAAN , School of Nursing, University of Pennsylvania, Philadelphia, PA
The increasing prevalence of youth violence in Philadelphia is alarming. Using a Community Based Participatory Research (CBPR) approach, the CDC-funded Philadelphia Collaborative Violence Prevention Center (PCVPC) conducts research in three neighborhoods where the average annual youth homicide rate is 37/100,000 - 5 times the national annual rate. PCVPC's Research Core in collaboration with its Communication and Dissemination Core translated research findings from a qualitative study conducted with local youth to develop vignettes that displayed evidence-based intervention tips to reduce youth violence. Two focus groups were conducted with Philadelphia youth (ages 10-13 and 14-16) to identify current youth trends in accessing information, uses of technology, and preferences for dissemination platforms. Participants overwhelmingly preferred digital animation that would mirror the realities of the interactions and environments of their neighborhoods. With feedback from the Center's community advisory board, researchers worked with youth (ages 10-17) in focus groups, developing novel animated characters, scripting dialogue, and providing voice talent for the characters. Ultimately, by using the CBPR principles of facilitating partnerships in all phases of the research while balancing research and action, we created a social marketing campaign to include mass transit advertising and social networking that utilizes the two main youth developed characters to brand and market the Center. This presentation will highlight the importance of valuing youth voice in research particularly as it relates to using CBPR principles in youth violence prevention efforts.

Learning Areas:
Diversity and culture
Public health or related research
Systems thinking models (conceptual and theoretical models), applications related to public health

Learning Objectives:
Objectives 1) Identify the principles of CBPR and how they are used in violence prevention research 2)demonstrate a methodology for working youth to engage in research finding dissemination 3) Discuss ways in which community and academic researchers can work together for mutually defined goals 4)discuss the interrelationship between the research core and communication and dissemination cores within one Center for disseminating evidenced based research with and for community audiences

Keywords: Youth, Violence Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have worked on this project for the past 2 years and am presently taking the lead for preparing the manuscript.
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.