Our Health Is in Our Hands: A Social Marketing Campaign to Combat Obesity and Diabetes.

PURPOSE

Design, implement, and evaluate a 6-week social marketing campaign (SMC) to raise awareness of obesity and increase involvement in type 2 diabetes prevention, nutrition, and fitness programs offered by the Brooklyn Partnership to Drive Down Diabetes (BP3D) in two low-income, urban communities.

DESIGN

This was a nonexperimental, formative research, mixed-methods study.

SETTING

The study took place in Central Brooklyn and East New York, two of the most impoverished, high-need communities in New York City.

SUBJECTS

Participants were black and Hispanic adults, who were 18+ years of age and residing in the priority communities.

INTERVENTION

Advertisements in English and Spanish encouraging healthier eating habits and advocating for better food options were displayed on New York City bus shelters, buses, and subway cars operating in the priority communities. Social media, Web sites, and print material were used to promote the campaign message.

MEASURES

Social media metrics and a street intercept postsurvey informed the campaign's success.

ANALYSIS

Quantitative data were analyzed using descriptive statistics.

RESULTS

One hundred advertisements in English and Spanish were posted. After an 18-month followup, there were over 11,000 visits to the Facebook page. Results from the postsurvey (n = 171) suggest the SMC motivated participants who recognized the advertisements to improve their health behaviors.

CONCLUSION

A multifaceted SMC that coincides with prevention programs can effectively raise attention to health issues and activities in a high-risk population at a relatively low cost.