The 130th Annual Meeting of APHA

Abstract #49432

Erika Takada, MPH, Public Health Institute, California Project LEAN (Leaders Encouraging Activity and Nutrition), 601 N. 7th Street, P.O. Box 942732, MS-675, Sacramento, CA 94234-7320, 916-445-3510, etakada@dhs.ca.gov

Media advocacy was used to address the problem of soft drinks and exclusive beverage contracts in California public high schools, which may be contributing to the rise in childhood obesity and other child health problems such as type 2 diabetes and dental caries. One of the main components of the media advocacy efforts was a press release which strategically used the media as a channel to 1) bring forth the issue of soft drink’s and soft drink companies’ prevalence in schools to policy makers and parents; 2) tell policy makers and parents why they should be concerned; 3) create a movement that supports policy and environmental changes that increase access to healthy beverages. These efforts were evaluated by conducting a media content analysis. For this content analysis only print media was evaluated. All the articles collected are based on the February 2002 press release. A 22-item coding instrument was designed and 2 independent readers each read and coded all articles. A Kappa ratio was calculated to measure the level of agreement between the two readers/coders. Additionally print coverage will be assessed based on print media readership. Descriptive statistics will examine the media and public’s response to the soft drink and child health issues and most importantly to determine if the media advocacy objectives were met. This content analysis will demonstrate how effectively this issue was communicated to the California public through print media and the affects that the coverage had in local communities and related policy implications.

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