CD05-108 Abstracts
1 P01 CD000242-01 - Southern Center on Communication, Health, and Poverty (pronounced "scope")
FREIMUTH, VICKI S
DESCRIPTION (provided by applicant): The overall objective of the Southern Center for Communication, Health, and Poverty is to reduce health disparities by discovering how the poor and near poor living in the South who are disproportionately African American respond to health risks and what interventions will increase their health protection behaviors. Eliminating health disparities is one of the most pressing health issues facing the U.S. Socioeconomic status is a key underlying factor. In almost every risk factor or disease those from lower social classes suffer disproportionately. When communication and marketing efforts to improve health are undertaken they often have the unfortunate effect of increasing these disparities rather than reducing them. This Center will conduct three major research studies with low income populations in the South about the following health risks-smoking, violence, and genetic predispositions. These studies also explore different facets of communication including message processing, message contents, and audience participation in designing and constructing messages. In addition, a pilot study will focus on multiple risks and the consistent or inconsistent ways low income individuals respond to them, including the sources they use and trust and the depth with which they process messages about them. The Center will support these studies and build a foundation for continued research by establishing four core components (research methods and statistics; public health workforce development; communication, marketing, and dissemination; and administrative). Collaborating organizations include three universities, University of Georgia in the lead with Morehouse School of Medicine, and the University of Alabama; ORC Macro, a private sector firm with extensive experience in health communication and marketing; and the Georgia Division of Public Health. Twenty-four researchers and practitioners from diverse disciplinary and personal backgrounds from these institutions will collaborate to address these critical issues. A Lay/Community Advisory Board and a National Research Advisory Board will provide valuable external input into the Center's activities. Communication and marketing, if conducted in a relevant and appropriate manner, offer great potential for improving the health of the poor and the near poor.
1 P01 CD000249-01 - Center for Health Marketing and Communication (CHMC)
HARRIS, JEFFERY R
DESCRIPTION (provided by applicant): Marketing and communication of health messages is of critical importance to improving the health of the general population. The goals of this Center for Marketing and Health Communication are to bring together scientists and community partners to increase high quality marketing and communication research using novel methods, to test new marketing and communication interventions to improve health outcomes in health promotion/chronic disease prevention and control; and to identify methods of disseminating these marketing and communication strategies to appropriate sectors of the general public. We have brought together a discipline form academic researchers in health Services, Business, Communication, Epidemiology, Social Sciences, and Biostatistics, with appropriate community and public health partners. This Center proposes to focus three randomized trails and two cores on the problem of prevention and control of chronic diseases in populations currently experiencing disparities in the target behaviors. All trials use a common marketing /communication model to guide the selection of target audience, intervention package and evaluation of the effectiveness of intervention. All three interventions work with existing organizations to improve sustainability and dissemination after effectiveness is determined. The first project will test a marketing and communication intervention to improve colon cancer screening within a medical care financing agency provide health insurance for state employees. This Web-based intervention will encourage participants to engage in colon cancer screening activities. The second project will use communications strategies to increase the proportion of older low income adults who obtain blood pressure screening. This study will work within the traditional emergency medical response system to improve the program to increase the use of appropriate evidence0based prevention interventions among workplaces that employ low wage earning workers. This study packages existing effective interventions to improve overall employee health through employer level changes. These projects will advance the science of marketing and communication for health promotion.
1 P01 CD000237-01 – Creation of Center of Excellence for Health Communication & Marketing
SNYDER, LESLIE B
DESCRIPTION (provided by applicant): The proposed Center for Health Communication and Marketing (CHCM) will contribute to public health by conducting cutting-edge research to inform the design and dissemination of health communication and marketing interventions and practices. CHCM will focus on understanding the relationships between at -risk populations and their contexts, communication strategies, messages, and behavior change. CHCM will be located within the Center for Health/HIV Intervention and Prevention at the University of Connecticut, taking advantage of a synergy in research purpose and a wide range of expertise, including successful development of cutting-edge health interventions, strong theoretical and methodological orientation, focus on at -risk populations across a range of health issues, and a solid grounding of the literature based on meta analyses. The Specific Aims will be to (1) advance basic theoretical understanding of health communication and marketing and its role in health behavior change, decision-making, and reactions to emergencies among people in diverse cultures, organizations, and policy contexts, (2) develop new understanding about the interrelationships between at -risk populations, communication strategies, messages, and behavior that can directly inform the design of health communication and marketing interventions; (3) monitor existing health communication and marketing practices that may impede or improve health; (4) produce innovative theoretically driven, evidence-based health communication and social marketing interventions; (5) improve theory and practice of dissemination and translation of theory- and evidence-based interventions for different types of health-promoting organizations and diverse communities; (6) actively disseminate successful evidence-based interventions and public health practices; and (7) support interdisciplinary collaborations resulting in new research proposals, innovative interventions, and significant advances in theory and methods. Project 1 will develop an abstinence and safer sex intervention aimed at emerging adults in urban setting using a computer game. Project 2 will implement an innovative community-based intervention using urban hip-hop culture to reduce drug and alcohol use among inner-city youth. With oversight from a prestigious scientific review board, the Scientific Core of CHCM will host a web site on successful interventions identified by meta-analysis, research monitoring existing health communication and marketing practices, and sponsor conferences, a lecture series, and small seed grants. CHCM will actively pursue relationships with a wide range of organizations through an External Advisory Board of Professionals composed of representatives from a state public health department, health and communication related businesses, health delivery organizations, community-based organizations, and health-oriented foundations.
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Page last modified: July 22, 2008
Content source: Office of the Chief Science Officer (OCSO)