Social marketing-based communications to integrate and support the HEALTHY study intervention

Area of Science:

• Public Health
• Health Behavior Interventions
• Social Marketing in Health

Background:

• Type 2 diabetes risk factors often emerge during adolescence.
• School-based interventions are crucial for early prevention.
• Integrating communication strategies can enhance intervention effectiveness.

Purpose of the Study:

• To describe the design of the social marketing communications component of the HEALTHY study.
• To explain how communications supported nutrition, physical education, and behavior change initiatives.
• To highlight the integration of social marketing principles in a school-based health intervention.

Main Methods:

• The HEALTHY study randomized 42 middle schools to intervention or control groups.
• A multifaceted communication strategy was developed using formative research with students, parents, and administrators.
• Campaigns included branding, events, student-generated media, and peer communicators over five semesters.

Main Results:

• The communications component integrated and supported all aspects of the HEALTHY intervention.
• Social marketing strategies, including student involvement and media, enhanced intervention delivery and impact.
• The use of student peer communicators and locally relevant media strengthened peer influence.

Conclusions:

• A systematic, social marketing-based communications approach can effectively strengthen school-based health behavior interventions.
• The HEALTHY study provides practical insights for implementing such communication strategies in future public health programs.
• Integrating environmental and behavioral changes with targeted communication is key for reducing chronic disease risk factors in youth.