Changing Behavior Through An Evidence-Based Media Campaign - Engaging Teens In the Fight Against Obesity

Background: When physicians, researchers and marketers join forces and create powerful messaging to improve community health, they engage and inspire both providers and consumers. This presentation shows how "LiVe –  the 8 Healthy Habits" public service campaign, along with evidence-based clinical protocols, has been championed by healthcare organizations across the nation and motivated receptive audiences including community leaders, media, schools and physicians, as well as the teens it serves.

Program background: Today’s youth are living in an obesity epidemic that makes them the first generation to have a lower life expectancy that their parents. Over 23 million young people, that’s one-third of our children, are overweight or obese, and are facing lifelong health issues including heart disease and stroke, diabetes, asthma and certain types of cancer.  The cost in direct medical expenses for these kids is up to $14 billion annually.  With the mission to change bad habits and reduce the obesity rate among children, LiVe – the 8 Healthy Habits was created as a public benefit media campaign and community outreach program to encourage children to be more physically active and make healthier food choices.

Evaluation Methods and Results: The “LiVe” Public Service Campaign combats the nationwide Childhood Obesity crisis through vibrant media that teaches kids and their caregivers the critical “8 Healthy Habits”.  Developed by a multi-disciplinary team of experts at Intermountain Healthcare in Utah, LiVe uses edgy peer-to-peer messaging, educational gaming, social media, live performance and clinical coursework that set a new standard in child fitness communication. From a marketing perspective results are measured by: Tracking website visits and downloads; Counting completed courses and trackers; Measuring community shifts in awareness and support; Polling positive changes in attitudes about eating and exercising. A clinical research study involving the LiVe Healthy Habits coursework and conducted at Intermountain’s Primary Children’s Hospital was designed to determine if overweight/obese youth enrolling in weight management programs are meeting lifestyle recommendations and identify any differences between age and gender. The paper, "Adherence to Lifestyle Recommendations of Overweight Children in a Structured Weight Management Program", was published in CHILDHOOD OBESITY  October 2010 | Volume 6, Number 5.

Conclusions: Promoting healthy weight control behaviors can be a tool in combating the increase in childhood obesity.

Implications for research and/or practice:  With childhood obesity emerging as one the nation's greatest health concerns, programs such as LiVe benefit from nationwide collaboration among participating healthcare teams, both in clinical and community settings.  When resources are shared, multiple channels are created that appeal to varied demographic audiences.  Innovation in media approaches helps keep the messaging abreast of the popular communication methods. Today’s teens are a fast-food, text-typing online population that soon will be parents to the next generation; therefore speed, collaboration and unrelenting effort will be required to overcome one of the nation's most serious health risks.