The Birth Defects and Pediatric Genetics Branch at the Centers for Disease Control and Prevention conducted research to develop and implement an ongoing, national campaign to encourage women of childbearing age to consume 0.4 mg. of folic acid daily to reduce the risk of having a pregnancy affected by a neural tube defect (NTD). Hispanic women were a specific target audience because they have 1.5 to 3 times the rate of NTD-affected births as non-Hispanic whites and African-Americans (Shaw et al., 1997).
This multiphase health communication effort began with the development of audience profiles to outline knowledge, attitudes, and behaviors of Hispanic women regarding folic acid and birth defects. Focus group research was then conducted with both English- and Spanish-speaking Hispanic women to obtain input for a motivational and culturally relevant campaign. Based on these findings, health promotion concepts were developed to motivate Hispanic women and were tested in a second set of focus groups. Modifications to the message were made and retested, and the campaign was disseminated through English- and Spanish-language media and non media outlets. Surveys on knowledge, attitudes and behaviors conducted before and after the campaign kickoff will be compared to each other and to a national sample of U.S. women.
Reference: Shaw GM, Velie EM, Wasserman CR. (1997). Risk for Neural Tube Defect-Affected Pregnancies among Women of Mexican Descent and White Women in California. American Journal of Public Health, 87(9): 1467-71.
Learning Objectives: At the conclusion of this session, the participant will be able to: 1. Discuss how the key principles of health communication program planning were applied to the development of a national education campaign targeted toward at-risk Hispanic women. 2. Recognize the importance of conducting formative research with at-risk populations during the development of a health communication campaign
Keywords: Birth Defects, Hispanic
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers for Disease Control and Prevention, National Council on Folic Acid, Westat
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.