Obesity Prevention Communications Campaign in Wood County, WI

Introduction: The Wood County Health Department (WCHD) and Wisconsin Department of Health Services (WI-DHS)collaborated to plan and implement a social marketing and public education campaign to increase community support for policy, system, and environmental changes that improve access to healthy foods and opportunities for physical activity in Wood County, Wisconsin.

Goals and Procedures: Wood County and WI-DHS developed and coordinated a cross-sector communication plan under the GetActive brand. The components included radio, print and outdoor paid advertising, earned media, and social media, supported by an integrated website. In order to evaluate Wood County's communication campaign, a mail survey was conducted with the first wave in November 2011 (35% response rate). A post-intervention mail survey will be conducted in May 2012.

Results: •Perception of the obesity problem: -Expect increased awareness of obesity as a significant problem in the community. -Expect a shift in perception of obesity as not only the result of individual behaviors, but also as a product of policy, system, and environmental factors that can be shaped by community initiatives.

•Support for policy, system and environmental changes: -Expect increased support for community initiatives that improve access to healthy food and physical activity.

•Intention to act: -Expect increased intention among Wood County residents to support healthier environments where they live, learn, work and play.

Discussion: A coordinated cross-sector communication campaign generates community support for policy, system, and environmental changes to improve access to healthy food and physical activity.