142nd APHA Annual Meeting and Exposition

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300774
Impact of Street Advertising on Physical Activity, Sedentary Behavior and Weight Among Youth

142nd APHA Annual Meeting and Exposition (November 15 - November 19, 2014): http://www.apha.org/events-and-meetings/annual
Monday, November 17, 2014 : 8:30 AM - 8:50 AM

Sandy J. Slater, PhD , Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Christopher M. Quinn, MS , Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Frank J. Chaloupka, PhD , Institute for Health Research and Policy, University of Illinois at Chicago, Chicago, IL
Lloyd Johnston, PhD , Institute for Social Research, University of Michigan, Ann Arbor, MI
Audio (mp3) recording Recorded Presentation (mp4)
Purpose: No research to date has examined the association between the marketing of physical activity (PA) and sedentary activities and youth PA, sedentary behavior and weight. This is the first study to examine the impact street advertising of sedentary entertainment, as well as physical activity products/brands, services and facilities on youth PA, sedentary behavior, and weight.

Methods: Data collected in 2011 and 2012 on BMI, PA, sports participation, and sedentary behavior were taken from annual cross-sectional nationally representative samples of 8th, 10th and 12th grade public school students in the US (N=44,844 students and 313 school enrollment zones) . Ads promoting a physical activity-related (PA) product, brand, service, facility, or participatory event, and all screen entertainment (e.g., video games, t.v. shows) and cell phone ads were observed. Two sets of advertising measures were constructed: 1) ¼ mile density surrounding the school, and 2) the proportion of streets within the school enrollment zone. Multivariate analyses were conducted, controlling for youth and community demographic and socioeconomic characteristics and clustering at the school/community level.

Results: Preliminary results showed increased density of positive PA advertising in the ¼ mile surrounding schools and having a greater proportion of ads throughout the community were significantly positively associated with PA and sports participation and negatively associated with sedentary behavior and prevalence of obesity.

Conclusions: Results suggest that increasing the amount of positive PA advertising near schools and throughout communities may be an effective strategy to promote healthy living by influencing increased PA and reduced sedentary behavior.

Learning Areas:

Planning of health education strategies, interventions, and programs
Public health or related research
Social and behavioral sciences

Learning Objectives:
Discuss how positive physical activity-related advertising near schools and throughout communities may be an effective social marketing strategy to promote healthy living by influencing increased physical activity and reduced sedentary behavior.

Keyword(s): Built Environment, Social Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I conduct research aimed at understanding factors in the environment that provide opportunities, and those that constrain, the ability for children and adolescents to be physically active, including better understanding racial, ethnic and cultural differences in health behaviors and environments. I have over 16 years experience as a principal investigator or co-investigator on numerous small and large-scale school and community-level studies designed to examine and reduce modifiable risk factors such as physical inactivity and obesity.
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.

Back to: 3061.0: Keeping Children and Youth on the Move