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

Abstract #66179

Millie Carrasquillo¹, Michelle Pearson¹, Thomas W. Valente, PhD², Linda Slan, MS³, Vicki Beck, MS⁴, Grace Huang, MPH⁴, and Holley Wilkin, PhD candidate². (1) Telemundo Network, Inc., 2290 West 8th Ave., Hialeah, FL 33010, 323-782-3321, gracehan@usc.edu, (2) Keck School of Medicine, Department of Preventive Medicine, University of Southern California, 1000 South Fremont, Unit 8, Room 5133, Alhambra, CA 91803, (3) Cancer Information Service, National Cancer Institute, 6116 Executive Boulevard, Suite 3036A, Bethesda, MD 20892, (4) Hollywood, Health & Society, USC Annenberg Norman Lear Center, 8383 Wilshire Blvd, Suite 650, Beverly Hills, CA 90211

According to the latest U.S. Census (June 2003), Hispanics of all races represent 13% of the nation’s population, about 38.8 million individuals. It is projected that by 2035, Hispanics – the fastest growing minority group – will make up 20% of the U.S. population. Nielsen Media Research estimates that there are 8.94 million Hispanic-American television households, of which 51% are classified as Spanish-dominant – accounting for one-third of all Hispanic families.

Telenovelas (Spanish-language soap operas), which feature culturally relevant storylines and characters with whom Hispanic audiences identify, can provide a critical health education channel to reach these Hispanic audiences with public health messages. Preliminary analysis of the national Healthstyles data (Beck & Pollard, 2002) estimates more than one-third of predominantly English-speaking Hispanics are viewers of telenovelas. A large majority report they heard something about a health issue or disease from a telenovela, and about two-thirds learned something new or took action as a result.

The purpose of this presentation is to describe the results of a national survey of telenovela viewers and a collaboration between a Spanish language TV network (Telemundo), and public health partners (USC, National Cancer Institute and The Florida Department of Health) to educate viewers about breast cancer. Specifically, we will describe the characteristics of telenovela viewers and impact of a breast cancer storyline that aired Sept.-Oct. 2003. We will also describe a network campaign for the National Breast Cancer Awareness Month, PSA broadcasts, and health department briefings for telenovela writers and producers. Telemundo reaches 91% of U.S. Hispanic viewers

Learning Objectives:

• At the conclusion of the session, participants will be able to:
• 1. Describe the process whereby a health topic is identified, written into a storyline, and employed as an educational vehicle for its audience.
• 2. Explain a strategy researchers can use to assess the impact of a health storyline on its audience.
• 3. List two ways public health experts can influence TV health content for Spanish language

Keywords: Media, Latino Health

Related Web page: www.entertainment.usc.edu/hhs

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.