Elizabeth A. Rogers|Sarah Fine|Margaret A. Handley|Hodari B. Davis|James Kass|Dean Schillinger
Engaging Minority Youth in Diabetes Prevention Efforts Through a Participatory, Spoken-Word Social Marketing Campaign
University of Minnesota|University of California, San Francisco|San Francisco General Hospital|University of California, San Francisco|San Francisco General Hospital|University of California, San Francisco|Autism Speaks|Autism Speaks|San Francisco General Hospital|University of California, San Francisco
examine reach efficacy adoption bigger picture type 2 diabetes t2dm social marketing campaign uses spokenword public service announcements psas teach youth socioenvironmental conditions influencing t2dm riska nonexperimental pilot dissemination evaluation high school assemblies webbased platform usedthe study took place san francisco bay area high schools 2013in study 885 students sampled 13 high schoolsa 1hour assembly provided data poet performances video psas webbased platform information webbased platform featured campaign web site social mediastudent surveys preassembly postassembly knowledge attitudes assembly observations school demographics counts webbased utilization adoption measureddescriptive statistics mcnemars 2 test mixed modeling accounting clustering used analyze datathe campaign included 23 youth poetcreated psas reached 2400 students 93 selfidentified nonwhite school assemblies garnered 1000000 views webbased video psas school participants demonstrated increased shortterm knowledge t2dm preventable risk driven socioenvironmental factors 34 preassembly identified environmental causes influencing t2dm risk compared 83 postassembly perceived greater personal salience t2dm risk reduction p 001 campaign adopted regional public health departmentsthe bigger picture campaign showed potential reaching engaging diverse youth campaign messaging adopted stakeholders