Getting the Word Out: Advocacy, Social Marketing, and Policy Development and Enforcement



Getting the Word Out: Advocacy, Social Marketing, and Policy Development and Enforcement


Susan Moscou







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If people knew things—and “things” meant everything implied in the condition of this family—such horrors would cease to exist, and I rejoiced that I had had a training in the care of the sick that in itself would give me an organic relationship to the neighborhood in which this awakening had come (Wald, 1915, pp. 7-8).



The Minnesota Department of Health Population-Based Public Health Nursing Practice Intervention Wheel Strategies describes public health interventions that are applicable to public health nursing. This chapter presents the yellow section of the intervention wheel, otherwise known as advocacy, social marketing, and policy development and enforcement. Advocacy is considered the precursor to policy development, and social marketing is viewed as a strategy for carrying out advocacy (Minnesota Department of Health, 2001).

This chapter is divided into three sections. The first section provides a discussion about overweight and obesity in children. Overweight and obese children are a major public health issue, and this section will focus primarily on overweight and obese children in junior high school. The second section is a case study that highlights this public health issue. Finally, the third section depicts how the public health nurse in the case study engages in the application of three interventions: advocacy, social marketing, and policy development and enforcement through the three levels of public health practice.

This chapter specifically addresses strategies to deal with the growing public health problem of overweight and obese children in the United States. For example, the case study provides a paradigm of how a public health nurse uses the intervention wheel to address the prevalence of overweight and obese junior high school children in a community. The nurse gathers the appropriate facts about the prevalence of overweight and obese children in the school by looking at the present school records pertaining to weight and comparing those data with standards as well as past school records to note trends. Once he or she has these data, the nurse applies the intervention wheel interventions of advocacy and social marketing to develop policy and enforcement strategies around the problem of overweight and obese children attending the school. Advocacy, social marketing, and policy development and enforcement strategies are applied at the community level, systems level, and individual/family levels.


Issue: Overweight and Obesity Are Major 21st Century Public Health Concerns

Overweight and obesity are considered emerging public health problems in the United States. The number of overweight adults, children, and adolescents has increased since the 1970s (Blair & Nichaman, 2002; Ogden et al., 2009). The 2007-2008 National Health and Nutrition Examination Survey found that 10.4% of children aged 2-5 years, 19.6% of children aged 6-11 years, and 18.1% of adolescents aged 12-19 years were obese (Ogden & Carroll, 2010a). Additionally, 34% of adults aged 20 and over were obese and 34% were overweight (Ogden & Carroll, 2010b). The prevalence of obesity in adult men was 32.2% and 35.5% in women (Flegal, Carroll, Ogden, & Curtin, 2010). About 80% of obese adolescents will become obese adults (Jordan & Robinson, 2008). The incidence of weight gain in children has become alarming to the public health community (Harbaugh, Jordan-Welch, Bounds, Blom, & Fisher, 2007). Furthermore, overweight and obesity contribute to various health complaints and chronic diseases (Patterson, Frank, Kristal, & White, 2004) such as diabetes (Yanovski & Yanovski, 2002), cardiovascular diseases such as high blood pressure (Kumanyika et al., 2008), and asthma (Chen, Dales, & Jiang, 2006). In addition, elevated body weights are also correlated with higher death rates.


Body mass index (BMI) determines if a person is underweight, normal weight, overweight, or obese. BMI is a number calculated from a person’s weight and height and is a reliable indicator of body fatness for people (Centers for Disease Control and Prevention [CDC], 2009). BMI-defined categories for adults (CDC, 2009) are as follows:



  • Underweight = <18.5


  • Normal weight = 18.5-24.9


  • Overweight = 25-29.9


  • Obesity = >30

For children and adolescents, the BMI is calculated the same way as adults, but the criteria to interpret meaning are different. For example, for children and teens BMI age- and sex-specific percentiles are used because the amount of fat changes with age and is also different between girls and boys (CDC, 2009). The prevalence of overweight female children and adolescents from 1999 to 2004 increased from approximately 13% to 16%, while male children and adolescents increased from 14% to 18%; the prevalence of obesity in male adults went from 28% to 31%, and in women the prevalence remained the same, at about 33% (Ogden et al., 2009).

During 2003-2004, 32% of adults were considered obese, and about 17% of children and adolescents in the United States were thought to be overweight. Adults were obese if they had a BMI of 30 or higher, and children were considered overweight if they were at or above the 95th percentile of their BMI specific to age and gender (Ogden et al., 2009).

The prevalence of overweight American children in age groups 6 to 11 and 12 to 19 tripled between 1980 and 2002. Furthermore, overweight and obesity in childhood often persist into adolescence and adulthood (Nader et al., 2006). Although the consequences of overweight children tend to be social rather than medical, many of these children become overweight or obese adults and develop health problems such as type 2 diabetes, high blood pressure, and asthma (de Onis & Blossner, 2000). As a result of this growing trend, many healthcare professionals are now seeing adult-onset diseases in children.

Globally, the prevalence of overweight children has also increased. Flynn et al. (2006) noted the following:

Available estimates for the period between the 1980s and 1990s show the prevalence of overweight and obesity in children increased by a magnitude of two to five times in developed countries (e.g. from 11% to over 30% in boys in Canada), and up to almost four times in developing countries (e.g. from 4% to 14% in Brazil). (p. 7)

The World Health Organization (WHO) found that childhood obesity is such a problem that obesity warrants consideration along with the continued attention to malnutrition. The WHO (“Childhood Obesity,” 2001) is developing population strategies that promote healthy diets and increase physical activity to reduce or reverse the alarming obesity trend.


Related Health Conditions of Overweight and Obesity

Chronic health conditions such as type 2 diabetes, hypertension, coronary heart disease (Kumanyika et al., 2008; Patterson et al., 2004), respiratory illnesses (Chen et al., 2006; Murugan & Sharma, 2008), and osteoarthritis (Yanovski & Yanovski, 2002) are related to overweight and obesity. Since 1960, the percent prevalence of diabetes for all ages has increased by more than 400%. Major risk factors for diabetes are obesity, high-fat diet, and physical inactivity (CDC, 2001). Additionally, diabetes is the fifthleading cause of death and is responsible for
new-onset blindness, kidney failure, and lower limb amputations (Hogan, Dall, Nikolov, & American Diabetes Association, 2003).

Diabetes has reached epidemic levels, and the prevalence of diabetes in the United States continues to increase. The National Health and Nutrition Survey found that 9.3% of Americans 20 years and older (approximately 19 million people) had diabetes; two-thirds had an actual diagnosis and one-third were not diagnosed (Sheehy, Coursin, & Gabbay, 2008). Further, it has been estimated that by 2050, about 43 million people will be diagnosed with diabetes (Narayan, Boyle, Geiss, Saaddine, & Thompson, 2006).

Coronary heart disease, used interchangeably with cardiovascular disease, occurs because the body builds plaque that clogs the inner walls of the arteries. Coronary heart disease is responsible for heart attacks, strokes, and chest pain and is the principal cause of death in the United States (Wallace, Fulwood, & Alvarado, 2008). Cardiovascular disease is associated with poor dietary practices, physical inactivity, overweight, obesity, and cigarette smoking (Lee & Cubbin, 2002).

Obesity is now recognized as a risk factor for developing respiratory diseases such as asthma, pneumonia, and sleep apnea, a condition in which a person will stop breathing several times during the sleep cycle. Weight reduction has been shown to reduce the possibility of developing these conditions or improving the episodes of these conditions (Murugan & Sharma, 2008).

Arthritis is responsible for physical disabilities in elders. Arthritis affects about 70 million Americans. Osteoarthritis is the most common form of arthritis and leads to muscle weakness, which in turn results in decreased physical activity and problems with balance. When this occurs, people are at increased risk for physical disability. Weight reduction and moderate exercise have been shown to improve mobility in overweight and obese adults diagnosed with knee osteoarthritis (Messier et al., 2004). Considering the increasing prevalence of overweight children and adolescents in America, one questions what the future holds for these young individuals as they move into adulthood with regard to these chronic illnesses as well as the corresponding morbidity and mortality rates.


Mental Health and Overweight and Obesity

Individuals diagnosed with such mental illnesses as schizophrenia, depression, and bipolar disorder may be at a higher risk for becoming overweight and obese because of psychotropic medications, decreased physical activity, and inadequate attention paid to nutrition. The prevalence of obesity among people with diagnosed mental health disorders is more than the general population. Women schizophrenics had higher BMIs than nonschizophrenic women, whereas male schizophrenics and nonschizophrenics had comparable BMIs. Experiencing a depressed mood during adolescence may have a role in the prevalence of obesity in this group, but being obese in adolescence does not necessarily cause depression. Young women, however, who were overweight or obese were more likely to experience a depressed mood, which is defined as “feeling sad, blue, or depressed for at least 7 days during the previous month” (Allison et al., 2009).

The prevalence of metabolic syndrome is higher among individuals diagnosed with a mental health disorder than in the general population. Metabolic syndrome is a group of risk factors such as high blood pressure, obesity in the abdominal area, elevated blood sugar levels, elevated bad cholesterol, and lower levels of the good cholesterol (high-density-lipoprotein cholesterol). These conditions often occur together
and increase one’s risk of developing heart disease, stroke, and diabetes (Newcomer, 2007).


Reasons for the Increase in Overweight and Obese Individuals

The fattening of America is a result of worsening diets, higher carbohydrate intakes, physical inactivity, genetics, sedentary lifestyles, food overproduction because of subsidies, increased portion sizes, and aggressive food marketing of snacks and fast foods (Seiders & Petty, 2004). Aggressive food marketing strategies have also resulted in Americans eating more fast foods, and the “supersizing” trend has resulted in larger portion sizes. Another example of this excessive eating is noted as follows. U.S. food companies produce about 3,800 calories/day per person, whereas food production in 1970 was 3,300 calories/day per person. Further, Americans have vast amounts of food choices in supermarkets, and approximately 12,000 new food products are developed yearly (Blair & Nichaman, 2002). Family-prepared meals have become less frequent because of work schedules, and this has contributed to poorer dietary habits (CDC, 2000). As family-prepared meals have decreased, eating outside the home has increased, resulting in meals that are 20% higher in fat (Ward & Martens, 2000).

Urban sprawl has also contributed to increased rates of overweight and obesity in Americans. Urban sprawl is defined as patterns of housing development that are considered low-density residential areas; therefore, people residing in these areas live in larger houses and commute longer distances to their jobs, often relying on automobiles because of inadequate public transportation (Lopez, 2004). Because these areas lack pedestrian amenities such as walking to school, shopping locally, and socializing with friends within walking distances, urban sprawl is considered a risk factor of overweight and obesity for those residing in those communities.

The composition of a neighborhood can contribute to the overweight and obesity of the residents. Lower BMIs have been associated with neighborhoods that have higher population density, access to public transportation, and mixed land uses that includes houses, apartments, parks, green spaces, access to healthy foods, and private and public resources that encourage healthier lifestyles (Lovasi, Neckerman, Quinn, Weiss, & Rundle, 2009).


Contribution of Schools to Overweight and Obese Children

Children spend a large portion of their day in educational institutions. In 2000, approximately 53 million children attended public and private schools in the United States. Further, schools serve as the location for preschool, after-school, and child-care programs (Koplan, Liverman, & Kraak, 2005). Additionally, many children receive their meals at their schools. Schools, because of loss of monies, may sell foods that are not part of federally reimbursable lunches. Additionally, many schools have become distributors of vending machines that carry candy, beverages, and chips. Vending machines are found in about 43% of elementary schools, 74% of middle schools, and most high schools. These vending machines provide schools with about 50% of the profits from the machines (Seiders & Petty, 2004). On the surface, these profits may appear very attractive to financially struggling schools.

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Sep 12, 2016 | Posted by in NURSING | Comments Off on Getting the Word Out: Advocacy, Social Marketing, and Policy Development and Enforcement

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