245170 Messages to motivate community involvement in health campaigns: Lessons learned from Communities Putting Prevention to Work (CPPW)

Tuesday, November 1, 2011: 3:00 PM

Elyse Levine, PhD , Center for Health Communication, Academy for Educational Development, Washington, DC
Michelle Jones-Bell, MA , Center for Health Communication, Academy for Educational Development, Washington, DC
Thomas Lehman, MA , Social Marketing and Communication Center, FHI 360, Washington, DC
John Strand , Center for Social Marketing and Behavior Change, Academy for Educational Development, Washington, DC
Melissa Talbot , Center for Health Communication, Academy for Educational Development, Washington, DC
CDC's Communities Putting Prevention to Work (CPPW) aims to achieve broad reaching, highly impactful, and sustainable change to reduce chronic disease morbidity and mortality associated with obesity and tobacco use. The National Prevention Media Initiative for CPPW supports and maximizes community activities, as well as complements efforts of other childhood obesity-focused initiatives such as “Let's Move.”

Several concepts were tested to convey themes of supporting community actions for improved access to healthy foods, smoke-free environments, and places for physical activity. We identified as a priority audience parents who are concerned with their children's health environment, but feel overwhelmed and unable to initiate community-wide change. We will discuss challenges to broadening horizons of parents to think beyond individual behavior change. Findings from focus groups and online validation surveys suggested specific text and images to better motivate the audience toward the call to action. Additionally, we learned to narrow the priority audience of parents to focus on those who perceived more control to make changes in their child's environment.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Planning of health education strategies, interventions, and programs
Public health or related research

Learning Objectives:
1. Identify motivators for community action as they pertain to obesity prevention and tobacco control. 2. Describe criteria for audience segmentation to reach those most likely to become involved in healthy community change. 3. Discuss policy, systems, and environmental change messaging as complements to individual behavior change messaging.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: research in area
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.