Social marketing-based communications to integrate and support the HEALTHY study intervention

L. L. DeBar, M. Schneider, E. G. Ford, A. E. Hernandez, B. Showell, K. L. Drews, Esther Moe, B. Gillis, A. N. Jessup, Diane Stadler, M. White

Research output: Contribution to journalArticle

39 Citations (Scopus)

Abstract

The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the communications strategies. The HEALTHY experience provides practical considerations for systematically incorporating a social marketing-based communications approach within future school-based health behavior interventions.

Original languageEnglish (US)
JournalInternational Journal of Obesity
Volume33
Issue numberSUPPL. 4
DOIs
StatePublished - Aug 2009

Fingerprint

Social Marketing
Communication
Students
Physical Education and Training
Posters
School Health Services
Health Behavior
Marketing
Administrative Personnel
Type 2 Diabetes Mellitus
Parents

Keywords

  • Adolescents
  • Communications
  • Prevention
  • School-based intervention
  • Social marketing
  • Type 2 diabetes

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Nutrition and Dietetics
  • Endocrinology, Diabetes and Metabolism

Cite this

DeBar, L. L., Schneider, M., Ford, E. G., Hernandez, A. E., Showell, B., Drews, K. L., ... White, M. (2009). Social marketing-based communications to integrate and support the HEALTHY study intervention. International Journal of Obesity, 33(SUPPL. 4). https://doi.org/10.1038/ijo.2009.117

Social marketing-based communications to integrate and support the HEALTHY study intervention. / DeBar, L. L.; Schneider, M.; Ford, E. G.; Hernandez, A. E.; Showell, B.; Drews, K. L.; Moe, Esther; Gillis, B.; Jessup, A. N.; Stadler, Diane; White, M.

In: International Journal of Obesity, Vol. 33, No. SUPPL. 4, 08.2009.

Research output: Contribution to journalArticle

DeBar, LL, Schneider, M, Ford, EG, Hernandez, AE, Showell, B, Drews, KL, Moe, E, Gillis, B, Jessup, AN, Stadler, D & White, M 2009, 'Social marketing-based communications to integrate and support the HEALTHY study intervention', International Journal of Obesity, vol. 33, no. SUPPL. 4. https://doi.org/10.1038/ijo.2009.117
DeBar, L. L. ; Schneider, M. ; Ford, E. G. ; Hernandez, A. E. ; Showell, B. ; Drews, K. L. ; Moe, Esther ; Gillis, B. ; Jessup, A. N. ; Stadler, Diane ; White, M. / Social marketing-based communications to integrate and support the HEALTHY study intervention. In: International Journal of Obesity. 2009 ; Vol. 33, No. SUPPL. 4.
@article{b092c0e884c94c2fb3cc0d1cb5ecd0da,
title = "Social marketing-based communications to integrate and support the HEALTHY study intervention",
abstract = "The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the communications strategies. The HEALTHY experience provides practical considerations for systematically incorporating a social marketing-based communications approach within future school-based health behavior interventions.",
keywords = "Adolescents, Communications, Prevention, School-based intervention, Social marketing, Type 2 diabetes",
author = "DeBar, {L. L.} and M. Schneider and Ford, {E. G.} and Hernandez, {A. E.} and B. Showell and Drews, {K. L.} and Esther Moe and B. Gillis and Jessup, {A. N.} and Diane Stadler and M. White",
year = "2009",
month = "8",
doi = "10.1038/ijo.2009.117",
language = "English (US)",
volume = "33",
journal = "International Journal of Obesity",
issn = "0307-0565",
publisher = "Nature Publishing Group",
number = "SUPPL. 4",

}

TY - JOUR

T1 - Social marketing-based communications to integrate and support the HEALTHY study intervention

AU - DeBar, L. L.

AU - Schneider, M.

AU - Ford, E. G.

AU - Hernandez, A. E.

AU - Showell, B.

AU - Drews, K. L.

AU - Moe, Esther

AU - Gillis, B.

AU - Jessup, A. N.

AU - Stadler, Diane

AU - White, M.

PY - 2009/8

Y1 - 2009/8

N2 - The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the communications strategies. The HEALTHY experience provides practical considerations for systematically incorporating a social marketing-based communications approach within future school-based health behavior interventions.

AB - The HEALTHY study was a randomized, controlled, multicenter, middle school-based, multifaceted intervention designed to reduce risk factors for the development of type 2 diabetes. The study randomized 42 middle schools to intervention or control, and followed students from the sixth to the eighth grades. Participants were a racially, ethnically and geographically diverse cohort from across the United States. Here, we describe the conceptual underpinnings and design of the social marketing-based communications component of the HEALTHY study intervention that combined changes in the school nutrition and physical education (PE) environment with behavior change initiatives. The communications intervention component coordinated multiple elements to deliver campaigns that served to integrate and support all aspects of the HEALTHY intervention. The campaigns unfolded across five semesters of middle school, each targeting a specific theme related to the HEALTHY objectives. Communications campaigns comprised (1) core elements such as branding, posters, banners and visual and verbal messaging, (2) student events supporting the nutrition, PE and behavior intervention components through the application of social marketing and communications strategies, including the incorporation of student-generated media and (3) distribution of premiums and theme enhancers to extend the visibility of the study beyond the intervention environment. Formative research conducted with students, parents and school administrators was used to refine the communications strategy. Student peer communicators selected from the student body were involved to influence the normative student environment. Marketing and creative design experts developed a brand, logo, activities and materials. In the latter half of the study, student-generated messages and media were used to reflect local interests and culture and enhance peer influence. The HEALTHY intervention delivery and impact were strengthened by the communications strategies. The HEALTHY experience provides practical considerations for systematically incorporating a social marketing-based communications approach within future school-based health behavior interventions.

KW - Adolescents

KW - Communications

KW - Prevention

KW - School-based intervention

KW - Social marketing

KW - Type 2 diabetes

UR - http://www.scopus.com/inward/record.url?scp=67749135398&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=67749135398&partnerID=8YFLogxK

U2 - 10.1038/ijo.2009.117

DO - 10.1038/ijo.2009.117

M3 - Article

C2 - 19623190

AN - SCOPUS:67749135398

VL - 33

JO - International Journal of Obesity

JF - International Journal of Obesity

SN - 0307-0565

IS - SUPPL. 4

ER -