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How did it begin?

Lisa Lachenmayr Food Stamp Nutrition Education Program University of Maryland Cooperative Extension. How did it begin?. Social Marketing Project FSNEP MCE Baltimore County Maryland State Department of Health and Mental Hygiene Small amount of money LOTS and LOTS of discussion.

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How did it begin?

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  1. Lisa LachenmayrFood Stamp Nutrition Education ProgramUniversity of Maryland Cooperative Extension

  2. How did it begin? • Social Marketing Project • FSNEP • MCE Baltimore County • Maryland State Department of Health and Mental Hygiene • Small amount of money • LOTS and LOTS of discussion

  3. Target Audience and Message • Baltimore City and Prince George’s County • Low income • African American youth • Physical activity

  4. Key Objectives Identify: • Physical activity patterns in African American children • Motivations for physical activity • Barriers to physical activity • Key messages to promote physical activity

  5. Focus Group Testing • 6 focus groups were conducted • Baltimore City and Prince George’s County • Participants Children ages 6-9 Children ages 10-12 Parents of 6-12 year old children

  6. Eligibility of Participants • African American • Residing in Baltimore or Prince George’s county • Eligible for food stamps

  7. Role Models of Youth • Historical figures • Musical entertainers • Sports celebrities • Family members

  8. Types of Physical Activity • 6-9 year olds played outdoors and indoors. Valued family time • 10-12 year old girls spent time with peers • 10-12 year old boys were involved in sports

  9. Motivations for Physical Activity • 6-9 year olds • Please parents • Spending time with family and friends • Health and strength • Avoid weight gain • Protection

  10. Motivations for Physical Activity • 10-12 year olds • Health • Look better • Spend time with friends at school

  11. Motivations for Physical Activity • Parents • Health • Social development • Time with family • Structure • Moral development

  12. Barriers to Physical Activity • Homework • Babysitting and other constraints • Safety • Lack of space and privacy • TV and videos • Lack of encouragement from parents • Lack of opportunity

  13. Key Messages • Social aspects of physical activity • Emphasize activities they already enjoy • Parents as role models • Limit TV and video time • Focus on older children • Emphasize free activities and safety

  14. Next Steps • Develop key messages to promote physical activity in African American girls 9-12 years old • Develop an intervention to promote physical activity • Develop collaborators in Baltimore City

  15. Program designed for youth 9-13 years old (4-8th graders) • Designed for after-school programs • Train-the-trainer • Club format

  16. Baltimore City Pilot • Partners: MSDHM, The After School Institute and Kangaroo Kids • 25 clubs (goal was 5!) • Provided after school programs • Jump Rope training • JumpSmart kits • The Power of Choice training

  17. Cost per JumpSmart Club • After-school programs • None • State FSNEP expenses • Jump Rope Coach training • Kangaroo Kids, facility rental, lunch • $150.00 per club • Double Dutch ropes, CDs, videos, CD players, posters, books • $3.50 per youth enrolled in club • Jump rope

  18. ClubExpectations • Meet at least weekly • Include both nutrition and jump rope • Provide monthly Nutrition Education Activities Report to county FSNEP educator • Submit follow-up evaluations to county FSNEP educator

  19. Next steps • State-wide • Develop a “campaign” that supports program and promotes physical activity • Hire a project leader • Continue in Baltimore City

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