241258 Assessment of public-private professional sports partnerships to address childhood obesity in San Diego County: A model for cross-sector promotion of physical activity and nutrition

Monday, October 31, 2011

Portia Jackson, MPH , School of Public Health, Department of Health Services, UCLA, Los Angeles, CA
Introduction: This project will identify key elements essential to forming and nurturing partnerships between public and private entities for the express purpose of developing sustainable evidence-based policy and programmatic interventions that address childhood obesity in metropolitan areas. Methods: Two case studies will explore public-private partnerships designed to reduce childhood obesity that involve San Diego county's two major professional sports teams: the San Diego Padres' Friarfit Initiative and the San Diego Chargers' Chargers Champions/NFL Fuel Up to Play60! Interviews and focus groups will be conducted with key stakeholders representing public health organizations, sports franchise staff, and teachers or administrators involved with each initiative. Content analyses will also be performed on archival documents relevant to each initiative. Results (Anticipated): The case studies will highlight the extent to which major professional sports teams in San Diego County are engaging in corporate social responsibility practices addressing childhood obesity in their ballparks, local schools, and the greater community. They will document the dynamic process through which public health partners, local teachers and administrators, and the sports franchise collaborated to develop and implement the respective initiatives. Finally, they will determine where program resources are directed: towards the areas of greatest need, areas with a precedent of team involvement, areas that comprise a significant fan base, or to areas that are deemed to have adequate infrastructure to carry out intervention activities. Conclusion: Findings will inform a model describing the development, implementation, and evaluation of public-private partnerships to promote child physical activity and nutrition at the community level.

Learning Areas:
Assessment of individual and community needs for health education
Planning of health education strategies, interventions, and programs
Systems thinking models (conceptual and theoretical models), applications related to public health

Learning Objectives:
Name three driving motivations of corporate and public health entities to form partnerships to address health issues Describe criteria for selecting specific schools or communities to participate in initiatives Discuss the development of sustainable partnerships in their local community that are mutually satisfying for participating organizations

Keywords: Community-Based Partnership, Physical Activity

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a doctoral student in the UCLA School of Public Health, and am responsible for conducting the focus groups, interviews, and archival data analysis on which these case studies are based.
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.