Partnering with Mass Media to Promote Health and Wellness via our Community's Existing Park, Recreation and Open Spaces Resources

Background. There are many public health examples of how mass media can collectively influence positive behavior change (anti-smoking, increase seatbelt use, etc). The University of Miami/(UM) Clinical and Translational Science Institute/(CTSI) seeks to advance “culturalized” health sciences — research and care informed by our region’s diverse populations and expedite scientific discovery and translation into evidence-based practice to benefit community health and well-being. As such, the UM/CTSI actively partners with the Miami Herald to facilitate communication. We describe here an example of how mass media, community partners and academia can create synergy to promote physical activity and healthy weight through targeted campaigns to influence individual behavior.

Methods. In an initial UM/CTSI meeting, community stakeholders identified the childhood obesity epidemic as the premier public health problem in our community. The UM/CTSI then identified existing active UM/community partnerships in healthy weight initiatives to promote via the Herald partnership. Our collaboration with Miami Dade County Parks via afterschool health and wellness programming and efforts on improving the built environment was chosen as the UM/CTSI cornerstone program to promote via our Herald partnership. Specific, replicable media strategies will be discussed in this presentation including branding and messaging; promotional benchmarking; effectively linking interactive, incentivized websites; and smart phone applications using “responsive design.”

Conclusions. Mass media can be a powerful tool and partner to deliver public health messages to improve community health. Mass media can educate, as well as engage in active partnerships to develop messages and promotions that resonate and support community-based programs.