Utilizing Social Marketing and Health Promotion with Interfaith Active Living to Reduce Chronic Disease in Vulnerable Populations in Fulton County, Georgia

Background: Chronic disease is the leading cause of death and disability in the Fulton County, Georgia. A look at health statistics for the City of Atlanta, reported in the 2015 Big Cities Health Inventory, shows that minorities are at higher risk for mortality and disability associated with chronic disease. The PICH Program and its partners sought to reduce health disparities within interfaith communities across Fulton County using the CDC Establishing a Community-Based Walking Group Program to Increase Physical Activity Guide. The combined use of social marketing and health promotion with evidence-based strategies can help reduce chronic disease in vulnerable populations through outreach and education.

Program background: The Fulton PICH Program initiated its Tobacco-Free Living Program in 2015 to engage stakeholder and communities in implementing evidence-based, cost-effective strategies that discourage tobacco use, reduce second-hand smoke exposure and promote smoke-free policies in public areas: parks and recreations, bars and restaurants and in private multi unit housing.

Evaluation Methods and Results: Combinations of paid media, earned media, promotional resources, and partner messages were utilized to maximize outreach and education through targeted marketing and recruitment of faith-based organizations in vulnerable populations. The team developed content-specific health and interfaith educational Quick Reference Guides, monthly newsletters, fact sheets, brochures to strategically assist interfaith communities adopt wellness programs through PICH’s Interfaith Active Living Initiative. Outreach efforts have included flyers, social media platforms (Facebook/Twitter/GroupMe), WSB TV commercials highlighting Interfaith Active Living walking groups, Fulton Government Television (FGTV) coverage of Interfaith events, and radio coverage of Interfaith Active Living including sponsored ads on the #1 Urban station in the Atlanta market, WVEE (V103). Interfaith Active Living was also featured on the Fulton County PICH Program website for reference and is a feature on the active living component of PICH-related video content. Results: 36 Interfaith communities were recruited and engaged with a congregation reach of over 31,000. The provision of marketing and communication resources led to improving community norms, social support and health behaviors. Conclusion: The Fulton County PICH Program bridges social marketing with health promotion and evidence-

Conclusions: The Fulton County PICH Program bridges social marketing with health promotion and evidence-based strategies for outreach and education and of vulnerable populations on the benefits of physical activity to reduce chronic disease.

Implications for research and/or practice: Future practice strategies should include all-encompassing outreach (Digital, Print, TV, Radio, Social Media). Strategies should be developed that are focused solely on outreach efforts for faith-based organizations. Further practice strategies should encourage interactive use of media from faith-based organizations highlighting their work and success of healthier congregations. Research has shown that social support can influence an individual’s overall health. A communications network that bridges support between faith-based organizations can prove to be impactful to improving health of vulnerable populations.