Evaluation of a Prediabetes Media Campaign for Black and Hispanic Men to Increase Awareness of Diabetes Prevention and Address Health Inequity

Abstract

Issue. As a result of structural health inequities, Black, Hispanic, and other people of color and people with low income experience higher rates of diabetes and prediabetes, leading to greater barriers to participating in the Centers for Disease Control and Prevention National Diabetes Prevention Program (National DPP) lifestyle change program. This is especially true for men. The COVID-19 pandemic exacerbated health inequities and severely affected New York City (NYC) particularly the Bronx. These circumstances led the New York State Department of Health (NYSDOH) to create, implement, and evaluate a prediabetes media campaign specifically for Black and Hispanic men with low income. Methods. NYSDOH conducted a cross-sectional, post-campaign online survey in NYC. Black and Hispanic men with low income were recruited using social media and an online survey panel. The survey, completed by 477 respondents, assessed campaign awareness, perceived message effectiveness, and campaign-related outcomes. We conducted descriptive, bivariate, and logistic regression analyses. Results. Nearly half the participants were aware of the campaign and ads were well-received. Campaign awareness was significantly associated with awareness of the National DPP lifestyle change program, and all intended behavioral outcomes. Implications for Practice. These results show promise and build upon public health media campaigns literature, focusing on a prediabetes media campaign that is tailored for Black and Hispanic men. Implications for diabetes prevention practice include developing and implementing similar campaign strategies to increase awareness of prediabetes and the National DPP lifestyle change program and encourage key diabetes prevention behaviors among populations experiencing diabetes health inequities.