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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Mike Miller1, Amy M. Carroll, MPH2, Sarah E. Samuels, DrPH2, Hilary McQuie, MS2, Nick Juarez3, Regino Chavez, MA4, Jose Ferrel3, Michelle Oppen, MPH, CHES5, and Gil Sisneros, MPH, CHES6. (1) Brown Miller Communications, 1114 Jones Street, Martinez, CA 94553, 925-370-9777, mike@brownmillerpr.com, (2) Samuels & Associates, 1204 Preservation Park Way, Oakland, CA 94110, (3) Juarez and Associates, 12139 National Blvd, Los Angeles, CA 90064, (4) Consultant, 3536 Parrish Ave., Los Angeles, CA 90065, (5) Cancer Prevention and Nutrition Section, Public Health Institute, 2168 Shattuck Ave, Suite 300, Berkeley, CA 94704-1307, (6) California Department of Health Services, Cancer Prevention and Nutrition Section, PO Box 942732, MS 662, 601 N. 7th Street, Sacramento, CA 94234-7320
Focus groups are beneficial because they permit the program planner to collect qualitative data directly from the target population. In the summer of 2001, the Cancer Prevention and Nutrition Section (CPNS) of the California Department of Health Services, funded by the USDA, began a series of formative research projects to develop a social marketing campaign incorporating physical activity with nutrition education using the social-ecological model. Six focus groups with low-income mothers were conducted in the Oakland, Los Angeles, and Riverside regions of California (two in each area in Spanish and English languages). The women discussed the benefits and barriers of PA; and also responded to sample marketing messages incorporating PA and nutrition. Environmental scans were conducted for the same regions using ESRI's Arcview mapping program and other qualitative research methods.
Combining the results of the two methods allowed the existing pilot interventions to address individual and overarching community needs. For example, women in the more urban regions were more motivated and resourceful about being physically active than those in the suburban regions. The environmental scans demonstrated that the urban regions scored higher on a walkability scale. In addition, many women from all regions mentioned that recreation facilities were not viewed as places for them to be physically active, only their children. Taking this information into account, while scanning the regional maps, provided communities with valuable planning information.
Learning Objectives:
Presenting author's disclosure statement:
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.