U.S. VIRGIN ISLANDS — The Virgin Islands Department of Health, this month, is launching Good Choices, Better Living, a new public education campaign designed to support residents in making small, achievable lifestyle choices that can improve health and reduce the risk of chronic disease.
The campaign, which kicks off during American Heart Month, encourages practical steps related to healthy eating, proper food portions, regular physical activity, and heart health. These behaviors play a significant role in preventing and managing chronic conditions such as heart disease, diabetes, obesity, and hypertension.
“Our statistics tell us that many of the health challenges we face are connected to cultural habits and access to care,” said Justa Encarnacion, VI Health Commissioner. “Good Choices, Better Living is about encouraging realistic changes, things people can actually do, while reminding our community that they are not alone in this journey. Progress, no matter how small, not perfection, is what matters.”
The launch of Good Choices, Better Living includes a public awareness video debuting across the Department’s social media platforms, along with radio public service announcements and educational graphics that will roll out in phases over the coming weeks. Future campaign elements will highlight nutrition education, physical activity opportunities, and community-based programs offered by the Department such as the “Eat Healthy, Be Active” Community Workshop.
Local health data underscore why the outreach campaign matters. According to the 2023 Virgin Islands Behavioral Risk Factor Surveillance System (BRFSS), 69.2% of adults in the Territory are overweight or obese, and 18.6% report having been diagnosed with diabetes, with an additional 13.5% reporting pre-diabetes. While 78.4% of adults report having health insurance, more than 14% say they were unable to see a doctor in the past year due to cost, highlighting ongoing barriers to preventive care. In addition, the 2024 BRFSS shows that only 57.4% of adults reported visiting a dentist in the past year, and fewer than half of eligible adults are up to date on colorectal cancer screening.
Developed by the Department’s Division of Chronic Disease and Prevention, the campaign takes a positive, non-judgmental approach that emphasizes empowerment and practicality. Messages are designed to resonate with everyday life in the Virgin Islands and reinforce how healthier choices can look different for everyone.
The campaign also aligns with the Department’s Non-Communicable Disease Strategic Plan (2025–2030), which will be published later this year.
The Strategic Plan identifies nutrition, physical activity, and other modifiable behaviors as key drivers to addressing chronic disease risk in the Territory. It emphasizes that even small, sustainable lifestyle changes starting from young can significantly reduce the risk of conditions such as heart disease, diabetes, and hypertension when supported by accessible, community-based education and outreach.
Commissioner Encarnacion emphasized that, “We are seeing more positive cases of obesity, diabetes and cardiac illnesses starting from early childhood.”
“This campaign reflects what we hear directly from the community which is that people want guidance that feels practical and supportive,” said Dr. Lyña Fredericks, Director of the Division of Chronic Disease and Prevention. “By pairing local data with clear, achievable messages, we are reinforcing the foundation of the Department’s broader chronic disease prevention strategy and helping residents take meaningful steps toward better health.”
The Department encourages residents to engage with the campaign, share the messages, and take advantage of available health resources as part of a collective effort to build healthier communities across the Territory.
For more information and to view the campaign video, follow the Virgin Islands Department of Health on social media.