246328 Using Social Marketing Principles to Develop the Best Bones Forever! Campaign

Wednesday, November 2, 2011: 1:00 PM

Elizabeth Osborn , Hager Sharp, Inc., Washington, DC
Darcy Sawatzki, MA , Hager Sharp, Washington, DC
R. Ann Abercrombie, MLS , Office on Women's Health, HHS, Washington, DC
Lynne Doner Lotenberg, MA , The Doner Lotenberg Group, Arlington, VA
Valerie Borden, MPA , Office on Women's Health, U.S. Department of Health and Human Services, Washington, DC
Background: Best Bones Forever! (BBF!) was developed by the U.S. Department of Health and Human Services' Office on Women's Health (OWH) to increase calcium and vitamin D consumption and physical activity among girls 9-14. Methods: OWH created BBF! using social marketing principles. First, qualitative and quantitative formative research was conducted with the target audience to understand their needs/wants and develop and test creative concepts and messaging. Next, OWH created a campaign brand promising friendship and fun in exchange for bone strengthening behaviors. Lastly, OWH sought to address the audience's opportunities, motivation, and ability (O/M/A) to engage in target behaviors. Campaign partners provide opportunity by offering access and helping to remove barriers. The brand delivers fun, providing motivation. Specific campaign components address ability by giving girls and parents the knowledge, skills, and self-efficacy needed to perform the behaviors. Results: BBF! has engaged 60+ partners, distributed five million materials, and reached hundreds of thousands of girls and parents through events and social and earned media. A recent survey showed that after interacting with the campaign, girls strongly agreed that their awareness of and attitudes about bone health positively increased. Evaluation of the BBF! Community Pilot Program, demonstrated that campaign components effectively increased knowledge and skills and changed behaviors. Conclusions: BBF! has been successful because it uses social marketing principles—-formative research; offering benefits valued by the target audience; careful management of product, price, place, and promotion—-to address an audience's O/M/A to engage in target behaviors. It is a model for other campaigns.

Learning Areas:
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
1. Describe the Best Bones Forever! campaign 2. Identify the social marketing principles that were used to develop and implement the campaign

Keywords: Adolescent Health, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I oversee the best bones forever campaign and understand social marketing principles.
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.