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Patrick T. Koeppl, Matthews Media Group, Inc., 2600 Tower Oaks Boulevard, Suite 200, Rockville, MD 20852, 301-984-7191, patrick.koeppl@matthewsgroup.com and Nancy Mulligan, Matthews Media Group, 2600 Tower Oaks Boulevard, Suite 200, Rockville, MD 20852.
The U.S. Department of Health and Human Services’ Office on Women’s Health (OWH) hired Matthews Media Group (MMG) to expand its nationwide, community-based Pick Your Path to Health (PYPTH) campaign by developing a product to promote healthy behaviors for adolescent girls. Specifically, MMG was asked to create a pocket planner containing simple action steps and current, reliable resources for girls ages 10-16 to be added to the existing PYPTH series for women. The series was first produced in 1999, in response to focus group findings that identified planners as an effective vehicle for delivering daily health reminders to women.
In 2003, OWH assembled a working board of 16 adolescent girls from across the nation to provide guidance on the development of its health campaigns targeting teens. The Young Women’s Sounding Board convened for the first time in June 2003. Over the course of three days, Board members participated in a series of focus groups designed to elicit feedback on key concepts, messages, and images pertaining to the PYPTH planner. Participants provided feedback that helped to shape PYPTH planner content and design, as well as broader insights regarding health campaigns targeting this audience. Detailed discussion of the findings will be presented.
Learning Objectives:
Keywords: Adolescents, Women's Health
Presenting author's disclosure statement:
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: This research was performed under a contract between the Office on Women's Health and my place of employment, Matthews Media Group, Inc.