Engaging Minority Youth in Diabetes Prevention Efforts Through a Participatory, Spoken-Word Social Marketing Campaign. Issue 4 (July 2017)

• Record Type: Journal Article
• Authors: Rogers, Elizabeth A.; Fine, Sarah C.; Handley, Margaret A.; Davis, Hodari B.; Kass, James; Schillinger, Dean
• Is Part Of: American journal of health promotion. Volume 31:Issue 4(2017)
• Page Start: 336
• Page End: 339
• Publication Date: 2017-07
• Subjects: Type 2 Diabetes Mellitus, Prevention, Adolescent, Social Marketing, Health Campaigns, Health Literacy, Prevention Research. Manuscript format: research -- Research purpose: program evaluation -- Study design: nonexperimental -- Outcome measure: cognitive, descriptive -- Setting: Web-based platform, school -- Health focus: prevention and health literacy -- Strategy: education -- Target population age: youth -- Target population circumstances: income level, geographic location, race/ethnicity; Health promotion -- Periodicals; Health Promotion; Health promotion; Periodicals; Periodicals; 613.05
• DOI: 10.4278/ajhp.141215-ARB-624
• Languages: English
• ISSNs: 0890-1171

Abstract

Purpose: To examine the reach, efficacy, and adoption of The Bigger Picture, a type 2 diabetes (T2DM) social marketing campaign that uses spoken-word public service announcements (PSAs) to teach youth about socioenvironmental conditions influencing T2DM risk. Design: A nonexperimental pilot dissemination evaluation through high school assemblies and a Web-based platform were used. Setting: The study took place in San Francisco Bay Area high schools during 2013. Subjects: In the study, 885 students were sampled from 13 high schools. Intervention: A 1-hour assembly provided data, poet performances, video PSAs, and Web-based platform information. A Web-based platform featured the campaign Web site and social media. Measures: Student surveys preassembly and postassembly (knowledge, attitudes), assembly observations, school demographics, counts of Web-based utilization, and adoption were measured. Analysis: Descriptive statistics, McNemar's χ 2 test, and mixed modeling accounting for clustering were used to analyze data. Results: The campaign included 23 youth poet–created PSAs. It reached >2400 students (93% self-identified non-white) through school assemblies and has garnered >1, 000, 000 views of Web-based video PSAs. School participants demonstrated increased short-term knowledge of T2DM as preventable, with risk driven by socioenvironmental factors (34% preassembly identified environmental causes as influencing T2DM risk compared to 83% postassembly), and perceived greater personal salience of T2DM risk reduction (p < .001 for all). The campaign has been adopted by regional public health departments. Conclusion: The Bigger Picture campaign showed its potential for reaching and engaging diverse youth. Campaign messaging is being adopted by stakeholders.