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

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

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

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

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

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

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

NDEP American Indian/Alaska Native Diabetes Prevention Campaign

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

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

We Have the Power to Prevent Diabetes

We Have the Power to Prevent Diabetes

NDEP American Indian/Alaska Native Cardiovascular Disease Prevention Campaign

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

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

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

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

For further information and materials National Diabetes Education Program www.ndep.nih.gov 1-800-438-5383 Association of American Indian Physicians www.aaip.com/diabetes 405-946-7072

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

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