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.

Translating Evidence-Based Practices Into Policy: A Case Study in Texas

“…A brief summarization of the primary suggestions offered in this discussion can be found in Figure 1. Political message formulation can be an arduous and laborious process; however, when done in a thoughtful and strategic manner, it can result in success for campaigns designed to move issues forward in public (Bass & Keathley, 2008;DeBar et al, 2009) and political circles (Quick, Bates, & Romina, 2009).…”

School factors as barriers to and facilitators of a preventive intervention for pediatric type 2 diabetes

“…The communications component entailed a social marketing campaign consisting of informational and promotional materials such as posters, flyers, banners, and t-shirts as well as verbal announcements delivered over the public address (PA) system and/or in class. Also, a group of students from the cohort grade called student peer communicators (SPCs) were selected to promote intervention messages and activities [13]. The nutrition intervention component modified food and beverage offerings in the total school food environment, which included meals in the cafeteria, a la carte items, and vending machines.…”

Som la Pera: How to develop a social marketing and public relations campaign to prevent obesity among teenagers in Catalonia

“…Other programmes like VERB 3 (United States) and ParticipACTION 4 (Canada) were more focused on encouraging youth to increase their physical activities (Gracia-Marco et al 2012;Llauradó et al 2015). The HEALTHY programme (United States) combined changes in nutrition and physical education activities to prevent type 2 diabetes and excess of weight in teenagers through branding, core elements, student-run events and student-generated media (DeBar et al 2009). In Spain, the Health and Consumer Affairs Ministry set up the NAOS strategy (AESA 2005), which not only intervened in the educational sphere but also in the business field.…”