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Evaluating Community-Based Prevention Marketing


Host Institution
University of South Florida: Florida Prevention Research Center

Health Topics
Community health | Dissemination research | Training & technical assistance

Academic-community partnerships have produced many successful public health strategies that focus on preventing or controlling chronic diseases in underserved populations. Despite these advances, adoption of proven strategies by public health practitioners has been slow—less than 1% of proven programs have achieved widespread application. Researchers publish information about successful interventions in academic journals. Resources like the Guide to Community Preventive Services aggregate proven programs and policies. These sources, however, lack training information and tools or materials that facilitate program tailoring and implementation.

Researchers are developing a training program for public health workers and other community members to conduct community-based prevention marketing (CBPM). CBPM is a multistep process designed to improve the adoption of new or existing interventions by translating or adapting them to fit local circumstances. CBPM is a multi-step process that enables public health workers and other participants to
1. Mobilize their community.
2. Build community capacity for conducting consumer research.
3. Develop a profile of local health issues.
4. Identify priority behaviors and audiences.
5. Select an evidence-based intervention.
6. Create a comprehensive marketing plan for tailoring the intervention.
7. Develop and test program materials that support the intervention.
8. Implement the intervention.
9. Evaluate its effectiveness so that responsive adjustments can be made if needed.

Researchers are creating a CBPM online training program and electronic resource kit for practitioners to use when creating new programs or translating evidence-based practices for their local setting. Community partners are working with the researchers to identify and select evidence-based obesity prevention practices and apply the CBPM framework to translate them for local implementation using the e-training program. Researchers will test the translational framework with a community coalition. Then, they will study the extent to which the coalition uses intervention materials to implement proven obesity programs. The coalition and the researchers will work together to identify factors related to marketing, advocacy, and policy changes that influence uptake and sustain use of prevention practices.
Research Setting
No specific focus
Race or Ethnicity
No specific focus
No specific focus
Age Group
No specific focus
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Principal Investigator
Carol Bryant

Project Identifier
Evaluating Community-Based Prevention Marketing - Core Project (2009-2014)

Funding Source
PRC Program

Project Status
Not active