Abstract:

Gisele Rodriguez, MPH, moved back to her hometown, East Point, in the fictional U.S. state of Columbia, after graduate school and joined the Columbia Department of Public Health (CDPH). Working with a marketing firm, Gisele and colleagues set out to create an obesity prevention campaign; however, the resulting product is met with community and national backlash for its stigmatizing messages and images. At the end of the story, CDPH releases a request for proposals to invite applications from community agencies to develop a new campaign that is both evidence-based and solicitous of community ideas and input, thus more likely to be effective and engender community-wide acceptance and support.

Notes:

Teaching note available for faculty/instructors.

Download free of charge