Amor y Salud (Love and Health): A Preconception Health Campaign for Second-Generation Latinas in Oregon. Issue 3 (January 2013)

• Record Type: Journal Article
• Authors: Dixon-Gray, Lesa A.; Mobley, Allison; McFarlane, Julie M.; Rosenberg, Kenneth D.
• Is Part Of: American journal of health promotion. Volume 27:Issue 3(2013)Supplement
• Page Start: S74
• Page End: S76
• Publication Date: 2013-01
• Subjects: Pregnancy -- Preconception Health -- Latinos -- Latinas -- Women's Health and Social Marketing -- Prevention Research -- Manuscript format: research brief -- Research purpose: development of an intervention demonstration project/program evaluation -- Study design: nonexperimental -- Outcome measure: cognitive -- Setting: local community -- Health focus: preconception health -- Strategy: health promotion, edutainment -- Target population age: adults, young women 18 to 29 years old -- Target population circumstances: geographic location (five counties in Oregon: Douglas -- Jackson -- Josephine -- Lane, and Marion) and race/ethnicity (Latino); Health promotion -- Periodicals; Health Promotion; Health promotion; Periodicals; Periodicals; 613.05
• DOI: 10.4278/ajhp.120113-ARB-29
• Languages: English
• ISSNs: 0890-1171

Abstract

Purpose: To develop, and implement, a social marketing campaign to increase preconception health knowledge among second-generation Latinas in Oregon. Design: Social marketing demonstration project. Setting: Latino communities in five Oregon counties. Subjects: Target populations included young Latinas (18–29 years old) born in the United States of immigrant parents in five Oregon counties, and their family members. Intervention: A radionovela, Amor y Salud, was developed that featured a Latina and her fiancé preparing for marriage and family. Social media, Web sites, and culturally relevant print materials promoted the radio campaign. Measures: Process data, social media metrics, Google analytics, online and intercept surveys were collected. Analysis: Basic frequencies and descriptive statistics were used. Results: Twelve episodes were produced in English and Spanish and played on nine radio stations a total of 2098 times. The Facebook page was viewed 11, 000 times, and radionovela episodes were played a total of 776 times. Conclusion: Amor y Salud used mixed media—radio, social media, print materials—to encourage Latinas to consider their preconception health. Anecdotally, we heard positive comments from community members and local media regarding the radionovela; however, evaluation challenges prevent us from saying conclusively that knowledge on this topic increased.