1. Community-Based Prevention Marketing (CBPM) for Policy Development Carol A. Bryant, PhD 1, Anita Courtney, MS, RD 2 Robert J. McDermott, PhD 1 Jim Lindenberger, BS 3 Mark A. Swanson, PhD 4 Mahmooda Khaliq, MHS, CPH 1 Alyssa Mayer, MPH, CPH 1 Anthony D. Panzera, MPH 1 Tali Schneider, MPH, CHES 3 Ashton Wright, MPH 4 Brian Biroscak, MA, MPH 1 1 Florida Prevention Research Center, University of South Florida, Tampa, FL 2 Chair, Tweens Nutrition and Fitness Coalition 3 Social Marketing Group, University of South Florida, Tampa, FL 4 College of Public Health, University of Kentucky, Lexington, KY

2. Working Upstream

3. Community Wisdom and Control + Social Marketing + Public Health Advocacy _________________________ Sustainable Change

4. CBPM for Policy Development Flow Chart

5. Get Ready! Step 1 Goal: To build a strong foundation. Overview of the framework Roles & responsibilities

6. Get Ready! Step 2 Goal: To determine what should be changed. Review evidence-based policies. Reduce the set of options.

7. Get Ready! Step 3 Goal: To select one or two policies to promote. Assess each policy’s Impact Political Feasibility High Low High Low Feasibility Mid

8. High Low High Low Feasibility Mid Corner Stores Good Food in Gov’t Grocery Store in Low- Income Neighb. Community Food Ctr. Ice Skating Rink Joint Use School Facility

9. Get Set! Step 4 Goal: To define priority audiences. Select those that most influence: (1)Beneficiaries (2)Stakeholders (3)Policy makers

10. Get Set! Step 5 Goal: To build common ground. Understand each group’s viewpoint Use insights to build common ground Formative Research 51 neighborhood residents A group interview with youth Six policy makers Six store owners 4 experts

11. Get Set! Step 6 Goal: To create a marketing plan for policy change. Based on the results of Step 5 (LISTEN) the team creates a systematic plan: (1)Policy goals (2)Policy targets (3)Target values and concerns to be addressed (4)An advocacy frame (5)Allies to mobilize (6)Opponents to disarm (7)Advocacy tactics (8)Measures of success

12. Final Policy Goal To make Lexington one of the first cities to ensure that all citizens have the opportunity to choose healthful foods wherever they live, work, or play.

13. Go! Step 7 Goal: To monitor & evaluate Monitor implementation Assess impact Modify activities Share results Celebrate! Step 8 Goal: To follow the plan Follow the blueprint Build advocacy skills for: Agenda setting Letters to the editor Elevator speeches Policy briefs

15. http://health.usf.edu/publichealth/prc/policy/index.html

16. Thank you! This research was supported by grant number U48DP001900-04 from the Centers for Disease Control and Prevention (CDC). The contents of this presentation are solely the responsibility of the authors and do not necessarily represent the official views of the CDC.