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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Gwendolyn P Quinn, PhD, Terrance L. Albrecht, PhD, and Alayne G. Unterberger, MA. College of Medicine/DIO, University of South Florida, 12902 Magnolia Drive, MDC 44/MRC CANCONT, Tampa, FL 33612
Mexican and Mexican American women are at greater risk for birth defects, specifically neural tube defects, due to a deficiency of folic acid. While many health promotion campaigns have been targeted toward Hispanic women for this reason, they have failed to reach the Mexican population. This project encompasses data from interviews and focus groups with over 60 low-income, low literacy Mexican women throughout the state of Florida. This project used a social marketing approach to identify the barriers and benefits to pre-conceptual folic acid consumption. Existing media materials and brochures were tested with this group as well as open-ended discussions about their knowledge, attitude, and behaviors regarding genetics, nutrition, folic acid, and reproductive health. Results of this research revealed the women view themselves as being at greater risk for birth defects due to chemical exposure. The term folic acid or "acido folico" is also confusing to them and conotates illict drugs rather than vitamin use. Women from this population want peer counseling for reproductive health issues. Suggestions are offered for developing media messages, spokesperson, narrowing the target audience, and developing a social marketing campaign.
Learning Objectives:
Keywords: Birth Defects, Social Marketing
Related Web page: www.hsc.usf.edu/CFH/ntcsm/index.htm
Presenting author's disclosure statement:
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.