Cardiovascular Disease (CVD) is the leading cause of death in the United States. CVD is associated with hypertension, elevated blood cholesterol, smoking, obesity, physical inactivity, diabetes and a high fat diet. Each of these factors contributes to an individual's risk for CVD. In South Carolina (SC), 27% of the population has hypertension, 18% of the population has elevated cholesterol, one out of every four adults smokes, one out of three adults are overweight and over 30% are physically inactive. Within certain regions of the state, rates for stroke are among the highest in the world. African-Americans in SC are more likely to be inactive, have hypertension, die from stroke and suffer from obesity. The goal of this research project is to promote lifestyle changes that will reduce the risk of cardiovascular disease among African-American adults in South Carolina. Health communication strategies are increasingly used to complement and support health promotion interventions. Effective health communication depends on formative research that identifies critical segmenting variables and constructs audience profiles that allow the intervention to tailor messages for audiences most ready for change. Following an extensive literature review, formative research was conducted with African-American adults around SC. This information was used to construct a preliminary health communication intervention plan designed to reduce CVD risk factors among priority segments of the African-American adult population. Key segmenting variables, priority audience segments, segment profiles, and recommended health communication strategies will be discussed.
Learning Objectives: At the conclusion of the session, the participant in this session will be able to: 1.List at least 5 segmenting variables relevant to cardiovascular disease risk among African-American adults in South Carolina. 2.Identify audience segments based on groupings of segmenting variables associated with cardiovascular disease among African-American adults in South Carolina. 3.Describe cardiovascular disease risk profiles of select segments of African-American adults in South Carolina.
Keywords: Health Communications, African American
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.