The Heart Healthy U Study: Formative Research to Design a Multimedia Campaign for Young Adults

Helene Vilme¹*, and LaShawn Wordlaw²

¹Department of Population Health Sciences, Duke University School of Medicine, Durham, North Carolina, USA.

²Department of Public Health Education, North Carolina Central University, Durham, North Carolina, USA.

Corresponding Author Email: Helene.Vilme@Duke.edu

Background: Cardiovascular disease (CVD) is the leading cause of death in the US, and a high prevalence of CVD risks has been observed among Black young adults. Physical activity (PA) and healthy eating (HE) are essential components of lowering CVD risk. Therefore, this study explored the barriers, facilitators, behavior change activities, and health communication channels that can inform the development of a multimedia campaign to promote heart health (i.e., PA and HE) among Black young adults. Between September and November 2019, three focus group discussions (FGDs) with a total of 30 students were conducted at a Historically Black College and University (HBCU) campus within the southern region of the US. Lack of time, body shaming in the gym, and limited HE options on campus were identified as some of the barriers to PA and HE. Knowledge of family health history, Instagram influencers, access to a peer trainer and a dietitian were mentioned as facilitators to PA and HE. Participants suggested various activities to promote heart healthy behaviors, including providing factual health information, teaching healthy food preparation skills, and promoting/creating healthy food options events through social media and print as the communication channels. The focus group findings identified barriers, facilitators, health behavior activity ideas, and the communication channels to encourage PA and HE among Black young adults. The results of this study can be used to inform the development of a multimedia campaign to reduce CVD risk among Black young adults.

Black Americans; HBCU; Multimedia Campaign; Nutrition; Physical Activity

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