California Project LEAN’s (Leaders Encouraging Activity & Nutrition) Bone Health Campaign for Low-Income Latinas promotes one extra serving of 1% milk to low-income, less acculturated Latino mothers and their children. The promotion of bone health is a lifelong undertaking with two objectives: 1) increase peak bone mass in early life, and 2) minimize bone loss later in life. Osteoporosis affects more than 28 million Americans, 80% of whom are women. In the United States, 16% of Mexican-American women suffer from osteoporosis. This social marketing campaign is based on primary and secondary research, including a literature review, key informant telephone surveys with bone health experts, and focus groups with Latino mothers. Secondary research indicates the average Mexican-American adult female in the United States is 200 to 300 milligrams short of her Dietary Reference Intake for calcium -- equivalent to about one serving of milk. In focus groups the mothers said the barriers to daily adding an extra glass of 1% milk to their family’s diet were the taste of milk and their perception that 1% milk is inferior to whole milk. The mothers said the benefit of the behavior was it was easy, had health benefits and tasted good in cereal or a licuado. The mothers identified Spanish-language media, doctors, family members and friends as credible sources. Based on the research, the campaign was pilot-tested in two predominately Mexican-American communities utilizing a promatora model and paid Spanish-language radio campaign. Preliminary evaluation findings in the control and intervention sites will be presented. See www.dhs.ca.gov/lean
Learning Objectives: At the conclusion of this session, the participant in this session will be able to: 1. Identify at least three data collection methods to utilize when developing a social marketing campaign; 2. Articulate how to use formative research to make marketing decisions regarding audience segmentation, product, price, place, and promotion; and, 3. Identify three strategies for promoting positive bone health behavior change among low-income Latino mothers in California.
Keywords: Latinas, Nutrition
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
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.