University of Maryland Extension and the School of Public Health: Partnering to Co-Create Health Messages

Elisabeth Maring, Ph.D.
University of Maryland
Department of Family Science
University of Maryland Extension

Bonnie Braun, Ph.D.
University of Maryland
Department of Family Science
University of Maryland Extension

Linda Aldoory
Brad Paleg
Theresa McCoy
Crystal Terhune
Amanda Ginter
Mili Duggal
Hoda Sana

A multi-state team consisting of researchers from University of Maryland School of Public Health, University of Maryland Extension state specialists, and county Extension Educators conducted a study with rural, low-income mothers using an empowerment framework. Research consistently demonstrates that rural, low-income families face greater challenges to their health than the nation as a whole. Additionally, health literacy is a critical issue. If people cannot get information that is customized, understand what that information means, or make appropriate decisions and take action, then health messages are not effective. The research team developed, tested, and refined Core Health Messages through focus groups and individual interviews as part of a 14 state study funded by the USDA.

As part of our innovative process, we engaged mothers from diverse and representative low-income, rural families in tailoring the content, style, and delivery method of Core Health Messages. Mothers were given choices of messages which varied in characteristics including three message options in a peer voice and three by an expert. Overall, mothers preferred: 1) medium-length; 2) In mother’s voice citing an authority figure; 3) Positive; 4) Including short story or simple steps; 5) Empathetic about their busy life.

By involving mothers in message development, the final Core Health Messages are applicable to the lived experiences of rural families and, thus, more relevant to their specific social and cultural context. This workshop will detail a process by which teams can develop messages on topics relevant to their expertise using an empowerment framework. That is, the presenters will guide participants through a process that can be used to give audiences choices for message development. Evaluation of the study is ongoing as we endeavor to test the effectiveness of the method with low-income rural mothers and with stakeholders in the community who work with low-income rural families.