Carol Bryant, PhD¹, Kelli R. McCormack Brown, PhD, CHES², Melinda S Forthofer, PhD³, Elizabeth C. Bumpus, MEd⁴, Susan Calkins, BA⁴, Lauren B. Zapata, MSPH⁵, Paul Monaghan, PhD⁶, and Robert J. McDermott, PhD⁷. (1) Department of Community and Family Health, University of South Florida College of Public Health and Florida Prevention Research Center, 13201 Bruce B. Downs Blvd, MDC 56, Tampa, FL 33612-3805, 813 974 6686, cbryant@hsc.usf.edu, (2) Department of Community & Family Health, College of Public Health, University of South Florida, 13201 Bruce B. Downs Blvd, MDC 056, Tampa, FL 33612, (3) College of Public Health, University of South Florida, 13201 Bruce B. Downs, Blvd., MDC 56, Tampa, FL 33613, (4) Health Promotion Division, Sarasota County Health Department, P.O. Box 2658, Sarasota, FL 34237, (5) Department of Community and Family Health, University of South Florida, 13201 Bruce B Downs Blvd, MDC 56, Tampa, FL 33612-3805, (6) Department of Health Policy and Epidemiology, University of Florida, P.O. Box 100177, Room 5230, University of Florida, Gainesville, FL 32610-0177, (7) Department of Community and Family Health, University of South Florida College of Public Health; Florida Prevention Research Center, 13201 Bruce B. Downs Blvd, MDC 56, Tampa, FL 33612-3805

Community-based participatory public health approaches have increased in the last two decades. This growth reflects a shift from individually focused theories and interventions to an ecological health model that addresses the interaction of social, environmental, and individual influences. It also reflects a belief that active participation by community members in planning, implementing, and evaluating change strategies has greater opportunity for success than interventions devised exclusively by outsiders. The Florida Prevention Research Center (FPRC) has created and is testing a framework for conducting community participatory research known as community-based prevention marketing (CBPM). CBPM is a community directed process for social change that applies marketing theories and techniques to the design, implementation, and evaluation of health promotion and disease prevention programs. CBPM integrates community capacity building principles and practices, behavioral theories, and marketing concepts and methods into a synergistic framework for directing positive change among selected audience segments. The FPRC has worked with community boards in two communities to: (1) define locally important health problems and issues; and, (2) develop responsive health promotion interventions. Consequently, CBPM has been applied to prevention of youth tobacco and alcohol use in one community, and to prevention of eye injuries in Hispanic and Haitian citrus workers in another. These projects demonstrate that community boards can use marketing principles to design evidence-based strategies for addressing local health problems. This presentation focuses on lessons learned in testing CBPM, and describes a nine-component framework that facilitates community members’ authority in making key program planning, implementation, and evaluation decisions.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Describe community-based prevention marketing as a planning and evaluation framework for community-based public health projects.
• Identify the key steps in the community-based prevention marketing process.
• Explain how community-based prevention marketing is being implemented, field tested, and evaluated in two diverse communities.

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.