The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #71396

Paula D. Benedict, MPH, RD¹, Karen M. Black, BA¹, and Nestor Martinez, MPH, RD². (1) Department of Health Services, California Project LEAN, P.O. Box 942732, MS- 675, Sacramento, CA 94234-7320, 916/327-9728, pbenedic@dhs.ca.gov, (2) California Project LEAN, California Department of Health Services, P.O. Box 942732, MS-675, Sacramento, CA 94234-7320

California Project LEAN (Leaders Encouraging Activity and Nutrition) applied the Community-Based Prevention Marketing (CBPM) model (Bryant, Forthofer, McCormack Brown, Mc Dermont, 1999) to direct the planning of regional Project LEAN social marketing projects. A key feature of the CBPM process includes ongoing community participation in the gathering of formative research, campaign strategy development, and program implementation. Twelve Project LEAN regional projects in California designed, implemented and evaluated individualized campaigns to improve consumption of fruits and vegetables or lowfat milk in their target communities between 2001-2003. The projects were funded by the United States Department of Agriculture, Food Stamp Education Program. The steps of the CBPM process and the results of two Project LEAN regional campaigns will be discussed. Examination of behavioral and sales data from the interventions demonstrated an increase and improvement in knowledge, attitudes and behavior regarding fruit and vegetable or lowfat milk consumption. Implications for adopting a CBPM approach for communities will be reviewed. Lessons learned from the State perspective include a commitment to ongoing technical assistance and training for regional projects. A significant paradigm shift is required of agency staff and community partners to create successful, audience-centered programs using a social marketing approach.

Learning Objectives:

• Describe the steps in the Community-Based Prevention Marketing (CBPM) process for social marketing campaigns.
• Discuss the distinctive features of using a social marketing approach compared to that of a traditional nutrition education program.
• Discuss California Project LEAN's experience using the CBPM approach for regional projects.

Keywords: Community Participation, Food and Nutrition

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.