The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #64142

Gwendolyn P. Quinn, PhD¹, Nazach Rodriguez-Snapp, MSW, MPH, Kimberlea Hauser, MBA³, and Lori Reeves, MPH⁴. (1) College of Medicine, DIO, University of South Florida, MRC Cancont MDC 44, 12902 Magnolia Drive, Tampa, FL 33612, 813-632-1359, gquinn@hsc.usf.edu, (2) Birth Defects Center, University of South Florida, 17 Davis Blvd, Tampa, FL 33606, (3) Florida Chapter, March of Dimes, 341 N. Maitland Avenue, Suite 115, Maitland, FL 32751

The evidence that 50%-70% of neural tube defects (NTD) may be prevented with daily consumption of 400 micrograms folic acid (CDC, 1992) has prompted the implementation of public health campaigns aimed at increasing women’s knowledge and use of folic acid in an effort to reduce the incidence of these birth defects. Hispanic women are four times more likely to have a child with a NTD than the general Caucasian population. One effective approach has been the use of social marketing to create behavioral changes among specific, targeted populations. Our experiences in Florida have taught us that Hispanics cannot be targeted for intervention as a homogeneous group because of the marked socioeconomic, educational, and demographic differences that exist among the different subgroups. As part of a grant funded by the Florida chapter of the March of Dimes, The National Training Collaborative for Social Marketing (NTCSM) and the University of South Florida –Birth Defects Center conducted focus groups with over 65 Mexican-American women of different ages and parity. The overwhelming response of the participants was that that existing folic acid education materials produced in Spanish were difficult to understand, not directed to their culture, and did not convey the message they were intended to. Data from this study led to the development of a social marketing campaign to promote awareness, knowledge and use of folic acid in Mexican-American women of childbearing age. A photonovella, brochure, and radio spot were developed specifically for this audience.

Learning Objectives:

At the end of this session participants will be able to:
• Describe knowledge and attitudes about folic acid among Mexican-American women of childbearing age.
• Discuss the development and implementation of a social marketing campaign that addresses the needs of a specific sub-group of a high-risk population.

Keywords: Social Marketing, Latinas

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.