243013 Sugary drinks and smoking: Changing norms and behavior through theory-based, data-driven social marketing campaigns in Philadelphia

Monday, October 31, 2011

Giridhar Mallya, MD, MSHP , Philadelphia Department of Public Health, Philadelphia, PA
Nan Feyler, JD, MPH , Philadelphia Department of Public Health, Philadelphia, PA
Sara Solomon, RD, MPH , Philadelphia Department of Public Health, Philadelphia, PA
Rebecca Winkler , Philadelphia Department of Public Health, Philadelphia, PA
Terry Johnson , Philadelphia Department of Public Health, Philadelphia, PA
Lorraine Dean, ScD , Tobacco Policy and Control Program, Philadelphia Department of Public Health, Philadelphia, PA
Background Social marketing campaigns have great potential to raise awareness, change norms, and alter health behaviors. However, they require careful planning, execution, and evaluation. In January 2011, the Philadelphia Department of Public Health (PDPH) launched two social marketing campaigns about decreasing sugary drink consumption and quitting smoking.

Methods The campaigns were developed by PDPH, media researchers from the University of Pennsylvania, and private media agencies. The media agencies were chosen through a competitive process based on experience creating and managing social marketing campaigns. Academic partners conducted foundational research among target audience members in Philadelphia with the results shaping the campaign concepts. Through both online and focus group testing, concepts with the most salience and effectiveness were chosen. The media agencies then created the ads through an iterative process.

Results The ads were created specifically for and disseminated via television, radio, transit, and text messaging; corner stores, newsstands, laundromats, barber shops, and salons; and select governmental buildings. The sugary drinks ads focused on the negative health effects of sugary drinks, particularly the link between these beverages, weight gain, and diabetes. The tag line was, “Do you know what your kids are drinking?” The smoking ad focused on quitting with assistance, and the tag line was, “Quit with help. Quit for good.”

Conclusions Through an intensive and collaborative process, governmental public health agencies can create compelling social marketing campaigns. In Philadelphia, we will conduct rolling, phone-based surveys every six weeks to measure target audience exposure and changes in attitudes and behaviors.

Learning Areas:
Administer health education strategies, interventions and programs
Chronic disease management and prevention
Communication and informatics
Planning of health education strategies, interventions, and programs

Learning Objectives:
-Discuss how to choose media research and creative agencies to help develop your social marketing campaign -Explain how to utilize foundational research and message testing to drive campaign decision-making -Describe how to structure monitoring surveys to measure campaign effectiveness

Keywords: Media, Behavior Modification

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I oversee programs on Chronic Disease Prevention and have worked directly on the referenced project.
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.