Engaging Latinas in their Preconception

Health

Amor y SaludAmor y Salud is a preconception health campaign targeting Latinas of reproductive age and their providers in southern Oregon.

*Oregon Pregnancy Risk Assessment Monitoring System, 2006

Latinos make up 9% of Oregon population, and 16% of births.

Why target Latinas:Latina Paradox

Latina women who have recently immigrated tend to

experience better birth outcomes than the U.S. average

even though they frequently receive late and/or poor

prenatal care.

But, these positive birth outcomes among Latinas

erode with subsequent generations.

This is known as the Latina or Hispanic

Paradox.

• 12 episode radionovela that aired from October through December, 2010 on English and Spanish radio stations

Social Marketing Campaign

Image: http://www.advaitsarkar.com/index2.htm; http://www.equity.lsnc.net/

The campaign consisted of:

• Facebook and website component

• Posters, postcards, and educational materials for Latinas and their health care providers

Objectives

To counter effects of acculturation and produce better birth outcomes for first-generation Latinas in Oregon, the campaign encourages:

1. Preservation of traditional Latino culture that emphasizes family support, traditional diet and physical activity.

2. Addressing personal issues (e.g. exercise, alcohol use, smoking)

3. Taking a multivitamin with 400 mcg of folic acid daily.

4. Obtaining appropriate medical care (e.g. vaccines, chronic conditions)

Development of the Campaign:

Crafting a Culturally Relevant Message• Formative Research

• Advisory Group

• Creative Development

Front Back

Evaluation: Overview

• Web survey—to evaluate the recall and reaction to the web component of the campaign among online viewers of the campaign web page and radionovela episodes.

• Intercept survey—to evaluate reach, recall and reaction within one of the target counties

• Provider survey—to evaluate the awareness of the campaign and the effectiveness and utility of educational materials targeting providers

Evaluation: Results

Learning objectives Web Survey Intercept survey

Target Latinas

Target Relatives Others Target

Relatives Others

Heard any episodes of Amor y Salud 93.1% 98.7% 82.1% 40.0% 30.6%

Learned new information from the campaign 48.2% 55.4% 68.2% 66.7% 50.0%

Talked about the campaign with friends or relatives 92.3% 94.5% 73.6% 33.3% 40.0%

Provider survey

Web and Intercept Survey

• 57% had seen the posters and postcards

• Of those who had viewed the Powerpoint presentation, half felt that it had given them new information about preconception health and the effect on acculturation on health in the Latino community

For more informationWomen's Health

Program Office of Family Health

Oregon Health Authority800 N.E. Oregon St. 

Suite 825 Portland, Oregon 97232

http://public.health.oregon.gov/PHD/OFH/Pages/index.aspx

Julie McFarlane, MPHWomen's Health Program Manager 971-673-0365

Lesa A. Dixon-Gray, MSW, MPH Project Coordinator971-673-0360

Behavior Works534 SW 3rd Ave

Suite 415Portland, OR 97204 

503-294-0554http://www.bwpdx.org/

Stefanie Murray, MPHWomen's Health ProgramPrevention Specialist

Barbara Pizacani, PhD, RNProgram Design and Evaluation Services Epidemiologist