251905 Media Campaign Strategies to Build Capacity for Policy Change

Tuesday, November 1, 2011: 3:15 PM

Ali Noller , RENEW Los Angeles County, Department of Public Health, Division of Chronic Disease and Injury Prevention, Los Angeles, CA
Matthew Le Veque , The Rogers Group, Los Angeles, CA
Suzanne Bogert, MS, RD , Division of Chronic Disease and Injury Prevention, Los Angeles County Department of Public Health, Los Angeles, CA
Paul Simon, MD, MPH , County of Los Angeles, Department of Public Health, Division of Chronic Disease and Injury Prevention, Los Angeles, CA
RENEW LA County is developing and implementing a targeted social marketing and public education campaign to promote healthy eating, reduce sugar-loaded beverage consumption, and increase community support for creating healthier food environments. This multi-pronged campaign, led by local public affairs firm The Rogers Group, will educate the public on the amount of sugar and salt in common foods and beverages, and alert them to the health dangers of high consumption. Behaviors and creative concepts were tested by a research firm in focus groups in communities targeted for policy change and with high rates of childhood obesity. The campaign will include social media, outdoor advertising and a website, www.ChooseHealthLA.com, focused on the promotion of healthier choices. To supplement the campaign, a “Healthy Toolkit” of educational materials will be provided to the media, policymakers, educators and parents. Local spokespeople, including funded partners of RENEW LA County, will be deployed to spread the message and importance of a comprehensive approach to policy, systems and environment change in order to make the healthy choice the easy choice. This campaign is a primer for policy change surrounding health-in-all policies at the local level. This presentation will outline the importance of community education as the foundation for a strategic and fully-integrated media campaign in order to shape social norms and build capacity for policy change.

Learning Objectives:
1. Identify the development and implementation steps necessary for a fully-integrated obesity prevention campaign in a large urban area. 2.Discuss opportunities for using low-cost social media tools to reach targeted populations for education and awareness around healthy foods and beverages.

Keywords: Obesity, Media Campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the communications manager for the RENEW LA County obesity prevention grant, coordinating all media and communications efforts for our public education campaign.
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.