Recorded presentation

Debra Toy Wirths, Partnership for Healthy Communities, 1497 Treasure Lake, DuBois, PA 15801, 814.375.5547, dit@pennswoods.net and Deborah J. Aaron, PhD, Department of Health, Physical, and Recreation Education, University of Pittsburgh, 155 Trees Hall, Pittsburgh, PA 15261.

The purpose of this presentation is to describe the development and implementation of a two-year obesity prevention project based on a social marketing approach. The project, funded by the CDC, is being implemented in a rural community in Northwestern Pennsylvania. The primary target population for the project is all (n=180) students enrolled in the fourth and fifth grade of the school district serving the community. The primary objective of the project is to improve nutrition and increase physical activity among the target population in order to decrease the prevalence of obesity. The planning and implementation phase of the project included the following; (1) convening a group of Key Stakeholders (e.g., members of the community and school personnel), (2) developing an overall model for the intervention, and (3) developing both school and community based intervention activities. By developing a theory of action, program stakeholders constructed a unique blueprint for their community program utilizing the Logic Model. The following were utilized in developing the overall project activities; (1) Social Marketing Study, (2) School Health Index, (3) and Walkability/Bikability Survey. The effectiveness of the intervention is being assessed by monitoring changes in physical activity and nutritional patterns of the primary target group (4th and 5th graders) using quantitative questionnaires, and changes in body mass index. This presentation will describe the steps undertaken to develop and implement the project as well as describe the barriers that were encountered in implementing the project, how the barriers were overcome and the current status of the project.

Learning Objectives:

• Describe the characteristics of social marketing approach to health promotion.
• Recognize the importance of involving community members in the development and implementation of a health promotion project to increase physical activity and improve nutrition.
• Discuss the strengths and limitations of a social marketing approach to community health promotion.

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.

Recorded presentation