Development and Early Implementation of The Bigger Picture,a Youth-Targeted Public Health Literacy Campaign to Prevent Type 2 Diabetes |
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| Authors: | Elizabeth A. Rogers Sarah Fine Margaret A. Handley Hodari Davis James Kass Dean Schillinger |
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| Affiliation: | 1. Applied Clinical Research Program , University of Minnesota School of Medicine , Minneapolis , Minnesota , USA;2. Division of General Internal Medicine and Department of Pediatrics , University of Minnesota School of Medicine , Minneapolis , Minnesota , USA earogers@umn.edu;4. University of California San Francisco Center for Vulnerable Populations, San Francisco General Hospital and Trauma Center , San Francisco , California , USA;5. University of California San Francisco Center for Vulnerable Populations, San Francisco General Hospital and Trauma Center , San Francisco , California , USA;6. Department of Epidemiology and Biostatistics , University of California San Francisco , San Francisco , California , USA;7. Youth Speaks , San Francisco , California , USA;8. Division of General Internal Medicine , San Francisco , California , USA;9. University of California San Francisco Center for Vulnerable Populations, San Francisco General Hospital and Trauma Center , San Francisco , California , USA |
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| Abstract: | The prevalence of type 2 diabetes is rapidly rising, especially among minority and low-income youth. There is an unmet need to engage youth in identifying solutions to reverse this trajectory. Social marketing campaigns and entertainment education are effective forms of health communication for engaging populations in health-promoting behaviors. Critical to curbing the epidemic is moving the diabetes conversation away from individual behavior alone and toward a socioecologic perspective using a public health literacy framework. The authors developed an academic-community partnership to develop, implement, and evaluate a type 2 diabetes prevention campaign targeting minority and low-income youth. The Bigger Picture campaign uses hard-hitting, youth-generated spoken-word messages around key environmental and social drivers of the type 2 diabetes epidemic. Campaign goals included promoting health capacity and civic engagement. This article focuses on the development and implementation of the campaign, including (a) rationale and theoretical underpinnings, (b) steps in campaign creation, (c) testing the campaign messaging, and (d) campaign dissemination and evaluation planning. A youth-created health communication campaign using a public health literacy framework with targeted, relevant, and compelling messaging appears to be a promising vehicle for reaching at-risk youth to increase knowledge of and attitudes about preventing type 2 diabetes, change social norms, and motivate participation in health-promoting initiatives. |
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