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

Abstract #69298

Amy S. Myerson, MA¹, Deborah C. Glik, ScD¹, Mike Prelip, DPA, MPH¹, Katie Eilers, MPH², Juli Byrum, MPH³, and Barbara Rosen, MA³. (1) Health and Media Research Group, UCLA School of Public Health, Department of Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772, 310-267-2692, amyerson@ucla.edu, (2) MotherNet LA, 409 East Palmer Street, Compton, CA 90221, (3) Southern California Chapter, March of Dimes, 3699 Wilshire Blvd. Suite 520, Los Angeles, CA 90010

In California, both rates of drinking among young women and rates of Fetal Alcohol Syndrome are relatively high, especially in disadvantaged communities and among African American and Caucasian women, with a growing risk among quickly acculturating Latinas. National media campaigns target a broad audience and often are created without community-level input. To counter this approach, and limited by a relatively low budget, we partnered with community-based organizations to create and implement a narrowcast campaign to warn African American, Latina and Caucasian women in Bakersfield and Compton about the dangers of drinking alcohol during pregnancy. The narrowcast approach targets specific groups by saturating neighborhoods with culturally compentent print materials. Our campaign targets English and Spanish-speaking women (age 18-35) who may not utilize the health care system. Twenty-one focus groups were held in Bakersfield and Compton. Latina groups were conducted in English and in Spanish. Information on drinking norms, attitudes towards drinking during pregnancy, and ideas for campaign messages were solicited in initial focus groups. Subsequent focus groups solicited feedback on campaign concepts and materials. Throughout, community advisory groups provided feedback. Differences between ethnic groups and between cities emerged. In general, women received mixed messages regarding drinking during pregnancy and wanted a direct and clear message. Broad knowledge that drinking is harmful was high. However, specific knowledge (e.g. when and how much alcohol were safe) was less clear. Seven culturally competent posters were created. Focus groups were confirmed by baseline survey results demonstrating the validity of our community-based formative research efforts.

Learning Objectives:

• Understand the concept of a narrowcast approach.
• Identify misconceptions women have about drinking during pregnancy.
• Identify similarities and differences among African American, Caucasian, and Latina women in the types of campaigns desired and baseline knowledge.
• Recognize the challenges in developing a community driven campaign in various locations with various groups with minimal funding.

Keywords: Community Research, Health Promotion

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.