HEALTHY: A Middle School Diabetes Prevention Program (2003-2009)

Center Website: AED Center for Social Marketing and Behavior Change

Experts agree that preventing childhood obesity and its associated chronic diseases requires a comprehensive and sustained effort, and schools hold promise for mounting such efforts. AED was hired to provide social marketing and consumer research support to a national prevention study funded by the National Institute of Diabetes & Digestive & Kidney Diseases (NIDDK). AED's task: frame the healthier eating and physical activity behaviors so they are cooler and more attractive to the target 6th-8th graders, most of them African American or Latino. AED created an edgy HEALTHY brand, which has captured the students' attention and interest. In-school promotional materials reflect an edgy urban sensibility and AED is engaging the young people in producing user-generated media and activities. From 2006-2009, the diabetes prevention intervention trial will run in 42 schools in seven communities across the United States. The evaluation will track clinical changes and reduction in risk factors as a result of the school-based structural and environmental changes, and AED's promotion efforts.

Health Areas
Nutrition-related chronic disease.

Behavior Change Strategies or Processes
Behavior change communication.

Project Director
Christina Nichols

[ Back to the top ]