Health Communication and Social Media Messaging and Management

Project Details






The Need:

The Division of Nutrition, Physical Activity and Obesity (DNPAO) was in need of an outside consulting firm who has an appreciation of public health program complexities, operational planning expertise, along with ready access to a wide range of professionals with diverse skills and expertise.  McKing provides these public health professionals to assist the Division in leading and maintaining high quality of public health performance in strategic priority efforts and approaches.  This assistance has increased the DNPAO evidence base, providing DNPAO with scientific, technical and communications support. McKing extends DNPAO’s reach by helping the Division and partners adopt, implement/expand policy and environmental strategies that make healthy living and active living accessible and affordable to the populations. 

How We Helped:

McKing’s health communication staff is responsible for determining the most newsworthy DNPAO projects, scientific papers and data releases, then identifying appropriate digital media channels – websites, social and traditional media – to promote them to internal and external stakeholders. The team works closely with subject matter experts (SMEs) in each of DNPAO’s branches to develop key messages for use in Web, social media and more traditional health communication materials, following plain language principles and using the CDC’s Clear Communication Index.


Web Content for Vital Signs and Data Releases: Web work included producing content for the DNPAO website and updated Physical Activity website, notably around the release of the 2012 Vital Signs report on walking. Our staff worked with SMEs from the Physical Activity Branch to review data, pull salient points and create new PDF-downloadable fact sheets and infographics. Staff worked with DNPAO web developers to design the updated Physical Activity website following responsive design principles and to improve accessibility and increase the reach of obesity prevention information.

Twitter Outreach: Daily, McKing staff develops and clears tweets to be posted from the @CDCObesity Twitter handle to cover obesity-related prevention information, including recommendations regarding physical activity, nutrition or breastfeeding. Twitter campaigns are developed for relevant, seasonal health observances and TwitterChats coordinated to engage followers on a deeper level to promote data releases.