248626 Using social marketing to promote health advocacy among youth

Wednesday, November 2, 2011: 1:24 PM

Arnell Hinkle, MPH, RD, CHES , CANFIT, Berkeley, CA
Lloyd Nadal, MA , CANFIT, Berkeley, CA
INTRODUCTION: The MO Project was created in 2008 to encourage youth to create videos to use in community advocacy. Utilizing an online media contest, the project engaged hard-to-reach youth in urban and rural communities in California.

METHODS: Eight communities participated in an interactive, culturally relevant, skill-building workshop that trained youth to use media as a way to advocate for healthy eating and physical activity. The one-day convenings were carefully designed for youth from communities of color and were youth-led, hands-on, empowering and fun. Youth gained leadership skills and an understanding of food systems, physical activity, advocacy, policy change, built environments and how to use media and social marketing as tools for change.

RESULTS: A total of 364 youth were trained, and there were 200 video submissions, and 423 youth registered on the website. Videos from youth who attended convenings had messages that were stronger than those that did not attend. Each of the eight MO Project communities had a success story to share on how youth are still involved with obesity prevention work.

DISCUSSION: MO Project gave participants the confidence to get involved in the political process and to advocate for nutrition and physical activity changes in their environments.

Learning Areas:
Advocacy for health and health education
Communication and informatics
Diversity and culture
Program planning
Public health or related organizational policy, standards, or other guidelines
Public health or related public policy

Learning Objectives:
Discuss how social marketing and media can inspire youth to become advocates for healthier communities. Identify the components of a successful MO Project youth convening. Formulate a plan to engage youth in community advocacy efforts.

Keywords: Adolescents, Advocacy

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I co-designed and supervised the MO Project. I am the executive director of Community Adolescent Nutrition and Fitness (CANFIT), a national, non-profit organization that provides training, technical assistance and strategic consultation on nutrition, physical activity and policy development for after school providers and community based organizations. I am a registered dietitian as well as a former organic farmer.
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.