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Nutrition Is Our Tradition: A Youth-Led Marketing Campaign to Improve Health in San Francisco
Tuesday, November 18, 2014
Youth Leadership Institute (YLI) partnered with the San Francisco Department of Public Health’s Community Transformation Initiative to work on a youth-led marketing campaign with the goal to build the demand for healthy food in the Bayview/Hunters Point community of San Francisco. Five youth leaders, calling themselves the Nutrition Soldiers, went through a ten-week long food justice curriculum to learn about food and nutrition disparities in their community compared to other San Francisco communities. Youth conducted surveys among community members to learn about their eating habits, what they felt was nutritious, and the types of messages they would like to see in their community. Youth then developed messages to test in the community to determine what resonated with their community. The messages were tested among individuals in the community. Based on community feedback, youth then created posters with the message, a tagline for the message, and images that resonated with other youth. Three poster templates were created and sent to partner groups for feedback. After finalizing the poster design in September 2013, the messages went up on 100 MUNI buses, 4 bus shelters, 30 MUNI light rail vehicles, 13 billboards in Bayview, and 3 community murals. The campaign’s goal to change behavior intentions was met, along with more than 5 million views of the campaign message. Campaign material dissemination and evaluation show that youth-led messages affect youth behavior intentions to eat healthier.
Assessment of individual and community needs for health education
Planning of health education strategies, interventions, and programs
Public health or related education
Describe how youth-led messaging campaigns can inform and lead to health behavior change among low-income, minority, and youth populations.
Keyword(s): Health Promotion and Education, Nutrition
Presenting author's disclosure statement:
Qualified on the content I am responsible for because: I am qualified to be an abstract author on the content I am responsible for because I am a professional, passionat, ethical, and seasoned public health worker and professional interested in eliminating and preventing health disparities.
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.