247251 Working across boundaries: Leveraging local knowledge in the co-design of social marketing messages

Wednesday, November 2, 2011: 8:30 AM

Jo Ann Gray-Murray, PhD , Department of Pediatrics - Division of Community Pediatrics, Medical College of Wisconsin, Milwaukee, WI
Michelle Watts, MSSW, LCSW , CHIMC Famliy and Community Outreach Specialist, Neighborhood House of Milwaukee, Milwaukee, WI
Meggan Leary, BA , CHIMC Community Outreach Specialist, Neighborhood House of Milwaukee, Milwaukee, WI
Mark Rakowski , Office of Managed Care, Children's Health and Hospital Systems, Milwaukee, WI
Pippa Simpson, PhD , Pediatrics, Quantitative Health Sciences, Medical College of Wisconsin, Milwaukee, WI
Earnestine Willis, MD, MPH , Department of Pediatrics, Medical College of Wisconsin, Milwaukee, WI
Background: The Community Health Improvement for Milwaukee's Children: Save Lives-Immunize! (CHIMC) project is a community-based participatory research (CBPR) aimed at eliminating immunization disparities in Milwaukee's neighborhoods. One aim of the project is to influence immunization completion in underserved neighborhoods through pro-immunization messaging. Over the years, the use of social marketing in community-level public health promotion has increased significantly. Typically, social marketing messages for health promotion campaigns are created through traditional, expert-driven processes. By contrast, community-based health interventions integrate community perspectives more fully in creating, implementing, and evaluating these messages. Method: Social marketing campaign messages with pro immunization concepts and images were co-designed through a partnership of CHIMC project partners and the Children's Health and Hospital Systems and disseminated using billboards, flyers, etc. in select Milwaukee communities. The messages were developed, informed, and implemented using focus groups of study participants and CHIMC workgroup discussions and deliberations. Results: Responses from a random sample of 202 individual intercept interviews in the community showed that over 58% recalled the message, 40% were motivated to get their child immunized and 30% were prompted to review their child's immunization records. Conclusion: By working across boundaries that normally separate academic research and institutional systems from study participants, effective health communication campaigns that reflect subtle, yet important cultural differences and promote pro-immunization health behavior can be achieved.

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

Learning Objectives:
1. Integrate local knowledge in the design of community-based social marketing campaigns 2. Develop culturally-informed, targeted social marketing messages 3. Evaluate the influence of local knowledge on the co-design process, on message design and on the target audienc's intention to engage in healthy behavior

Keywords: Health Promotion, Collaboration

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I oversee the Community Health Improvement for Milwaukee's Children (CHIMC) health promotion and research initiative. I also serve as an assistant professor of community pediatrics at the Medical College of wisconsin.
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.