Kelli McCormack Brown

Conducting web-based survey research: a lesson in internet designs.

OBJECTIVES To examine the tacit knowledge resulting from designing a complex Web site to facilitate administration of an Internet-based survey. METHODS Formative methods guided studying the feasibility of conducting an online survey using versions of the Keirsey Temperament Sorter II and the National College Health Risk Behavior Survey. RESULTS Web-site design software and pilot testing were critical to success. Incorporating the target audience as consumers in both Web site development and formative evaluation simplified data collection and analysis. CONCLUSIONS Online instrumentation used in survey research is both practical and desirable. Future refinements are necessary, but improved designs can emanate from this particular effort.

Community-Based Prevention Marketing Organizing a Community for Health Behavior Intervention

This article describes the application and refinement of community-based prevention marketing (CBPM), an example of community-based participatory research that blends social marketing theories and techniques and community organization principles to guide voluntary health behavior change. The Florida Prevention Research Center has worked with a community coalition in Sarasota County, Florida to define locally important health problems and issues and to develop responsive health-promotion interventions. The CBPM framework has evolved as academic and community-based researchers have gained experience applying it. Community boards can use marketing principles to design evidence-based strategies for addressing local public health concerns. Based on 6 years of experience with the “Believe in All Your Possibilities” program, lessons learned that have led to revision and improvement of the CBPM framework are described.

Community-Based Prevention Marketing: The Next Steps in Disseminating Behavior Change

OBJECTIVES: To develop and evaluate a new community-based social marketing (CBPM) model. METHODS: CBPM is being piloted to prevent the initiation of smoking and alcohol consumption among middle-school students. The projects impact on behavioral outcomes and the communitys ability to use CBPM to solve public health problems are being evaluated. RESULTS: Community members have demonstrated an unexpected level of interest in learning CBPM and applying its principles to program planning. CONCLUSIONS: Community control of the social marketing process has the potential to enhance program integration into existing community structures, making them more effective and sustainable. (Abstract Adapted from Source: American Journal of Health Behavior, 2000. Copyright

Promoting Physical Activity Among Youth Through Community‐Based Prevention Marketing

BACKGROUND Community-based prevention marketing (CBPM) is a program planning framework that blends community-organizing principles with a social marketing mind-set to design, implement, and evaluate public health interventions. A community coalition used CBPM to create a physical activity promotion program for tweens (youth 9-13 years of age) called VERB Summer Scorecard. Based on the national VERB media campaign, the program offered opportunities for tweens to try new types of physical activity during the summer months. METHODS The VERB Summer Scorecard was implemented and monitored between 2004 and 2007 using the 9-step CBPM framework. Program performance was assessed through in-depth interviews and a school-based survey of youth. RESULTS The CBPM process and principles used by school and community personnel to promote physical activity among tweens are presented. Observed declines may become less steep if school officials adopt a marketing mind-set to encourage youth physical activity: deemphasizing health benefits but promoting activity as something fun that fosters spending time with friends while trying and mastering new skills. CONCLUSIONS Community-based programs can augment and provide continuity to school-based prevention programs to increase physical activity among tweens.

Social marketing's unique contributions to health promotion practice.

Health Promotion Practice is pleased to announce the addition of Social Marketing as a department in the journal. This department will feature articles focusing on the practical application of the social marketing process to health education and health promotion practice. The purpose of this initial article is to describe the unique contributions of social marketing to the program development process.

Impact of the California Project LEAN School Board Member Social Marketing Campaign

The prevalence of overweight youth in the United States has increased remarkably over the last two decades. Overweight and obese youth are at elevated risk for chronic diseases and other adverse health conditions. The foods and beverages that youth access at school (e.g., in a la carte food lines, in vending machines, and in school stores) contribute to overweight and obesity. Enacting policy to ban or restrict unhealthy food and beverage products at school can play a role in managing the epidemic of obesity. School board members are, therefore, a priority audience for introducing healthier food and beverage alternatives through articulation of specific policy initiatives. Under the leadership of California Project LEAN (Leaders Encouraging Activity and Nutrition), a social marketing campaign was directed at California school board members to motivate them to advance nutrition-related policy issues at school board meetings, and to enact and enforce school policies that support healthy eating. In less than two years after implementing the campaign, a significant increase in nutrition-related issues on school board meeting agendas occurred, more favorable nutrition-related policies became enacted, and school board members reported greater readiness to support school nutrition-related issues. Details of campaign development, implementation, and impact are reported.

Community-Based Prevention Marketing

a Associate Professor in the Department of Community and Family Health, University of South Florida, Deputy Director of the Florida Prevention Research Center b Assistant Professor in the Department of Community and Family Health, University of South Florida, Director of the Florida prevention Research Centers Research and Evaluation Unit c Associate Professor in the Department of Community and Family Health, University of South Florida d Chair of the Department of Community and Family Health, University of South Florida, Director of the Florida Prevention Research Center e Visiting Professor at the University of Cologne, Germany f Visiting Professor at the University of Freiburg, Germany

Defining the product in a social marketing effort.

Health Promotion Practice October 2006 Vol. 7, No. 4, 384-387 DOI: 10.1177/1524839906291323 ©2006 Society for Public Health Education Social marketing borrows from the discipline and practices of traditional marketing providing a unique perspective on health behavior change (Thackeray & McCormack Brown, 2005). One aspect of marketing that social marketing draws on is the marketing mix—the so-called four Ps—product, price, place, and promotion. The most important aspect of the marketing mix is the offer or the product (Andreason & Kotler, 2003). Social marketers seek to influence the behavior (actual product) of a specific priority population or target audience by offering them a bundle of benefits (core product) while minimizing associated costs—the personal or monetary things that must be exchanged or given up in pursuit of the desired behavior. Oftentimes the product promoted by social marketers is not a tangible product or service (augmented product) but a benefit derived from a specific behavior, such as cardiovascular health from walking daily, safety in the event of a car accident by wearing a seat belt, and peace of mind of women by obtaining a regularly scheduled mammogram. Often the behaviors we seek to change, enhance, or maintain are not one-time behaviors (e.g., signing an organ donor card). Rather, these behaviors require consistent involvement, dedication, and continued action on the part of the audience. The benefit derived from the specific behavior being sought by the social marketing program involves a dedication to incorporating the new behavior into the selected audience’s lifestyle, for instance, participating in physical activity several times per week, choosing fruits and vegetables over sugary or fat-containing snacks, or always wearing a seatbelt whenever traveling in a car. Social marketers need to distinguish and consider the core, actual, and augmented levels of the product (Kotler, Roberto, & Lee, 2002; Figure 1). The core product is the most fundamental level and requires you to understand the benefits of actually performing the behavior (i.e., the actual product). Whereas the actual product is the desired behavior itself, the augmented product refers to tangible goods or services that promote and/or facilitate the desired behavior. As tangibles, promotional materials or brochures used to educate or create awareness regarding the desired behavior would be considered part of the augmented product and not the actual product which is the behavior itself (Grier & Bryant, 2005). Table 1 provides a few examples of each product level for some health behavior practices influenced by social marketing initiatives.

Cigarette use in 6th through 10th grade: the Sarasota County Demonstration Project.

OBJECTIVES To identify factors associated with cigarette smoking in the 6th-grade through 10th-grade youth population of Sarasota County, Florida. METHODS A closed-ended, quantitative survey was completed by 2004 youth and used to extract population-specific data on the correlates of cigarette use. RESULTS A range of factors influence cigarette use including self-efficacy to refuse offers of cigarettes, perceived emotional benefits, and perceived maternal disapproval of smoking. CONCLUSIONS Results underscore the need for multiple-component interventions. This study is unique in that it represents population-specific research in which community partners are using the findings to develop community-specific prevention marketing interventions.

Evaluation of a theory-driven e-learning intervention for future oral healthcare providers on secondary prevention of disordered eating behaviors

Oral healthcare providers have a clinical opportunity for early detection of disordered eating behaviors because they are often the first health professionals to observe overt oral and physical signs. Curricula regarding early recognition of this oral/systemic medical condition are limited in oral health educational programs. Web-based learning can supplement and reinforce traditional learning and has the potential to develop skills. The study purpose was to determine the efficacy of a theory-driven Web-based training program to increase the capacity of oral health students to perform behaviors related to the secondary prevention of disordered eating behaviors. Using the Reach, Effectiveness, Adoption, Implementation and Maintenance evaluation framework, a longitudinal group-randomized controlled trial involving 27 oral health classes from 12 oral health education programs in the United States was implemented to assess the efficacy of the Web-based training on attitudes, knowledge, self-efficacy and skills related to the secondary prevention of disordered eating behaviors. Mixed-model analysis of covariance indicated substantial improvements among students in the intervention group (effect sizes: 0.51-0.83) on all six outcomes of interest. Results suggest that the Web-based training program may increase the capacity of oral healthcare providers to deliver secondary prevention of disordered eating behaviors. Implications and value of using the Reach, Effectiveness, Adoption, Implementation and Maintenance framework are discussed.