title: The critical role of communications in a multilevel obesity-prevention intervention: Lessons learned for alcohol educators.
abstract: Multilevel interventions to prevent underage drinking are more effective than individual-level strategies, and messaging campaigns are key to such approaches. Recognizing the benefits of translating best practices across public health domains, this paper details the communications campaign from Shape Up Somerville (SUS), an exemplar for multilevel community-based approaches to address pediatric obesity, highlighting lessons learned for alcohol educators.
  
  
  
  All elements of SUS, including the communications strategy, were developed collaboratively with local partners. Communication initiatives included community-engaged brand development to unify diverse intervention components; school-based communications to promote new opportunities for healthy eating and physical activity; and media partnerships to promote healthy behaviors community-wide.
  
  
  
  The overall SUS intervention was effective in reducing prevalence of overweight/obesity among first- to third-graders in Somerville relative to control communities. Process evaluation showed that communications successfully reached diverse community segments and raised awareness of and receptivity to changes.
  
  
  
  Communications campaigns are essential components of multilevel interventions addressing public health challenges including obesity and underage drinking. Such communications should be developed collaboratively with the target audience and stakeholders, designed to engage community members at multiple levels through multiple channels within a systems framework, and sustained through local partnerships.
authors.affiliation: Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, 150 Harrison Ave, Boston, MA 02111, USA. Electronic address: daniel.hatfield@tufts.edu.
authors.forename: Daniel P
authors.initials: DP
authors.lastname: Hatfield
authors.affiliation: Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, 150 Harrison Ave, Boston, MA 02111, USA; Division of Population Health, National Center for Chronic Disease Prevention and Health Promotion, US Centers for Disease Control and Prevention, Atlanta, USA.
authors.forename: Sarah A
authors.initials: SA
authors.lastname: Sliwa
authors.affiliation: Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, 150 Harrison Ave, Boston, MA 02111, USA.
authors.forename: Sara C
authors.initials: SC
authors.lastname: Folta
authors.affiliation: Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, 150 Harrison Ave, Boston, MA 02111, USA.
authors.forename: Christina D
authors.initials: CD
authors.lastname: Economos
authors.affiliation: Gerald J. and Dorothy R. Friedman School of Nutrition Science and Policy, Tufts University, 150 Harrison Ave, Boston, MA 02111, USA.
authors.forename: Jeanne P
authors.initials: JP
authors.lastname: Goldberg
mesh_terms: D000328:Adult; D000428:Alcohol Drinking / Q000009:adverse effects; D015992:Body Mass Index; D002648:Child; D003142:Communication; D055812:Community-Based Participatory Research / Q000379:methods; D015444:Exercise; D015438:Health Behavior; D006266:Health Education; D006293:Health Promotion; D006801:Humans; D008404:Massachusetts; D008875:Middle Aged; D063766:Pediatric Obesity / Q000517:prevention & control*
keywords: Alcohol consumption; Communication; Community-based participatory research; Health promotion; Obesity; Social marketing