Launching a Targeted Social Marketing and Public Education Campaign to Promote Healthy Eating in Los Angeles County

Introduction: In 2011, the Los Angeles County Department of Public Health launched the Choose Health LA initiative, a targeted obesity prevention social marketing and public education campaign designed to promote healthy eating in the community. This multi-pronged campaign focused on educating the public on the amount of salt and sugar in popular foods and beverages, raising awareness of the health consequences of excess consumption. Methods: “Healthy Meal Using MyPlate,” “Salt Shocker” and “Sugar Pack” multimedia platforms were developed and tested using a systematic, formative process that included the estimation of potential reach for the messaging and testing of creative concepts via focus groups among targeted audiences. The final platforms included social and traditional media approaches (e.g., Twitter, Facebook, sendable e-cards, videos, online applications, website). Ongoing monitoring of public response to these platform materials employs such tools as analytics programs that track impressions, number of views, and website hits. Results: Since launch (March 2011), there have been more than 15,000 viewings of the YouTube videos; 63,000 interactions on Facebook, with web-based application helping to quadruple page “Likes;” 1.5 million Twitter impressions; and more than 535,000 website hits. Discussion: InInitial tracking and viewer statistics suggest that the multi-pronged platforms are reaching the targeted audiences and that the potential for broader reach is feasible. Phase two of the campaign will supplement the existing multimedia content. Future evaluation will likely include assessing changes in awareness, knowledge, and attitudes among targeted communities.