142nd APHA Annual Meeting and Exposition

Annual Meeting Recordings are now available for purchase

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

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Wednesday, November 19, 2014 : 10:30 AM - 10:45 AM

Laural Ruggles, MPH, MBA , Northeastern Vermont Regional Hospital, St Johnsbury, VT
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.

Learning Areas:

Chronic disease management and prevention
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Describe the unique challenges of conducting a social marketing campaign in a rural rather than urban environment. Explain how a rural community used social marketing techniques to address obesity.

Keyword(s): Social Marketing, Rural Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have worked in healthcare for over 22 years, currently working in health care marketing and community health improvement. I am scheduled to complete my MPH in June 2014.
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.