Using social marketing to reduce consumption of sugar sweetened beverages in a rural population

The epidemiological evidence is clear: there is a direct association between the consumption of sugar-sweetened beverages and obesity and obesity related conditions including diabetes, metabolic syndrome and heart disease.  Additionally, numerous studies have proven social marketing to be an effective framework for health interventions at the individual, and environmental and policy level.

Northeastern Vermont Regional Hospital (NVRH) is located in St. Johnsbury,Vermont in the "Northeast Kingdom"; an area known for its rugged rural beauty, and equally rugged and independently spirited people. The primary service area for NVRH is just under 30,000 people.  A community health needs assessment revealed obesity to be one of the top three community health priorities in the NVRH service area.  A local committee of community representatives chose “conducting a social marketing campaign to counter marketing of sugar-sweetened beverages” as one initiative to address the health problem of obesity.

A sub-group of the local Fit and Healthy Coalition made up of hospital and local Vermont Department of Health staff, has taken the lead for this initiative. The presentation will review the framework for this social marketing campaign: research and analysis including local formative interviews and surveys, audience segmentation, message creation and dissementation, and how all P's of social marketing were applied to reduce consumption of sugar-sweetened beverages.   

In addition, this presentation will highlight the unique challenges (no billboards or bus stops!) and benefits of conducting a social marketing campaign in a rural area for a rural population.