1. Yvette Roubideaux MD MPH Zuckerman College of Public Health
The National Diabetes Education Program (NDEP) American Indian/Alaska Native Campaigns
Using Principles of Social Marketing to Develop Culturally Appropriate Diabetes Education Materials
Yvette Roubideaux MD MPH
Assistant Professor
Zuckerman College of Public Health
University of Arizona

2. Overview National Diabetes Education Program
Principles of Social Marketing
Demonstration of use in NDEP AIAN Campaigns

3. National Diabetes Education Program
NIH, CDC, Partnership Network
Goal: Reduce morbidity and mortality from Diabetes
Products: Diabetes education materials
Content: Based on latest scientific findings
Challenge:
One message
Multiple diverse populations
Cultural appropriateness

4. NDEP Multicultural Campaigns
Diverse cultures affected by diabetes
Need for culturally appropriate materials
Based on NDEP prevention messages
NDEP Special Population Workgroups
African American
Hispanic Latino
Asian Pacific Islander
American Indian/Alaska Native

5. Multicultural Campaigns
Variety of educational materials
Posters
Print ads
Newsletter articles/handouts
TV PSAs
Radio PSA scripts
Presentations
Translated materials
Social marketing approach

6. Principles of Social Marketing
Product
Non-tangible – ideas, behaviors, practices, programs
Process
Understanding target audience
Developing draft creative concepts
Focus Group/Pre-Testing of concepts
Message/Material/Product development
Dissemination to target audience
Assessment

7. NDEP AIAN Campaigns NDEP AIAN Workgroup Product: Process:
diabetes education messages
Process:
Understanding Target Audience
Audience profile – AIAN, impact diabetes
Developing Concepts/Messages
Draft messages, photos, designs
Focus Group/Input Sessions
Pre-test concepts, feedback, recommendations
Final Message/Material Development
Theme, campaign materials – print, poster, radio
Dissemination
Association of American Indian Physicians, IHS DDTP
Assessment
Focus on Dissemination

10. NDEP American Indian/Alaska Native Diabetes Prevention Campaign

12. Get Real! You don’t have to knock yourself out to prevent diabetes.

13. NDEP AIAN Diabetes Prevention Campaign
Based on DPP findings
Focus groups/Input Sessions
Tested various prevention messages
Focus on “power to prevent”, intergenerational message, science-based

14. We Have the Power to Prevent Diabetes

15. We Have the Power to Prevent Diabetes

16. NDEP American Indian/Alaska Native Cardiovascular Disease Prevention Campaign

17. NDEP AIAN CVD Prevention Campaign
Based on NDEP “Be Smart About Your Heart” Campaign
Control the ABCs of Diabetes
A1C
Blood Pressure
Cholesterol
Input from AIANs with Diabetes
Didn’t like “Be Smart”
“Take Care”; “Manage” better words
Future Generations theme

18. Changing the Way Diabetes is Treated
The NDEP introduces CVD Message for American Indians and Alaska Natives.
“Take Care of Your Heart: Manage Your Diabetes for Future Generations.”
Campaign Materials
Press Release
Op-Ed
Radio Announcements
Print Ads
Patient Brochure

19. Take Care of Your Heart. Manage Your Diabetes for Future Generations.
Changing the Way Diabetes is Treated
Take Care of Your Heart. Manage Your Diabetes for Future Generations.
Poster/Print Ad

20. Take Care of Your Heart. Manage Your Diabetes for Future Generations.
Changing the Way Diabetes is Treated
Take Care of Your Heart. Manage Your Diabetes for Future Generations.
Brochure

21. For further information and materials
National Diabetes Education Program
Association of American Indian Physicians

22. Summary Social Marketing Approach
Example: NDEP AIAN Diabetes Education Campaigns
CGP Relevance
Social Marketing Approach to Recruitment
Social Marketing Approach to Diabetes Education strategies and materials
Social Marketing Approach to CGP Activities
INPUT FROM COMMUNITY

23. CGP Planning Year Determine Recruitment Strategies
Input Sessions, discussions with community members
Guidance on Program Activities