HeartSmart901 – A Hybrid Social Media and Community-Based Initiative to Reduce Heart Disease

Abstract

Heart disease remains the leading cause of death in Shelby County, accounting for about one in five deaths. This burden is intensified by high levels of preventable risk factors: nearly 40% of adults are obese, 41% have hypertension, and more than 30% report no regular physical activity. These risks disproportionately affect residents in predominantly African American, low-income neighborhoods such as South Memphis, Orange Mound, Whitehaven, and Frayser. Limited access to reliable health information and longstanding mistrust of healthcare systems contribute to poor cardiovascular outcomes in these communities.

HeartSmart901 offers an integrated strategy that combines the reach of social media with the relational strength of community-based engagement. The digital component disseminates culturally relevant, evidence-based cardiovascular health messages across Facebook, Instagram, TikTok, and X, supported by the unifying hashtag #HeartSmart901Challenge. Students from the University of Memphis and the University of Tennessee Health Science Center will assist with developing relatable content.

Complementing the online approach, recurring in-person “Heart Hubs” are hosted at familiar community settings such as churches, barbershops, and neighborhood centers. These pop-up events provide free blood pressure and BMI screenings, nutrition demonstrations, physical activity sessions, and direct referrals to partner clinics.

HeartSmart901 aims to generate at least 1,000 social media engagements, provide preventive screenings for 50 residents, facilitate 50 clinical referrals, and achieve a 5% increase in self-reported healthy behaviors. The initiative seeks to foster trust, improve access to preventive care, and ultimately reduce heart disease disparities in Memphis.