274472 Fighting D in the D

Tuesday, October 30, 2012 : 9:30 AM - 9:50 AM

Scott Turske, BA , Southeast Michigan Beacon Community, Detroit, MI
Background: According to the Michigan Department of Community Health, an estimated 700,000 Michigan adults have been diagnosed with diabetes, and another 365,000 have undiagnosed diabetes. This means more than 1 million adults in Michigan are directly affected by this ever-growing epidemic. Txt4health provides an innovative, unique, community-centric opportunity to reach out to the citizens of Southeast Michigan and help stem the tide of type 2 diabetes. Program background: The gloves are off! Southeast Michigan Beacon Community (SEMBC) has launched a groundbreaking new public health campaign, titled “Fighting D in the D,” that epitomizes the gritty, can-do attitude that is associated with the Southeast Michigan region. “Fighting D in the D” was developed by SEMBC's marketing partner, Dearborn-based Team Detroit Inc., and features a major media-awareness campaign with a micro-targeted/”hot spot” component that includes unique, engaging grassroots marketing in high-risk areas of the city. Campaign strategy and development maximizes “regionalization” of the campaign on all levels – the title of the campaign, images, messaging, and tactical deployment.

Learning Areas:
Public health or related education

Learning Objectives:
Discuss methods for using mobile technology to encourage consumer and community engagement Explain the unique regionalized marketing approach that the Southeast Michigan Beacon Community used in campaign development Describe some of the lessons learned through txt4health in Southeast Michigan, and how they might apply to their unique market and circumstances

Keywords: Communication Technology, Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be a presenter on the content that I am responsible for because I am the day-to-day manager for txt4health in Southeast Michigan. I have been, and continue to be deeply involved in virtually all aspects of this program – planning, messaging development, launch planning, securing local partners, marketing, and evaluation.
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.