Reaching Spanish-speaking audiences with diabetes information in a telenovela storyline

The prevalence of obesity-related diseases among Latinos is alarming. Diabetes occurs at a rate that is 1.7 times higher among Mexican Americans than among non-Hispanic Whites. Due to cultural and language barriers, and 60% of Latinos being uninsured, Latinos have poor access to health care and resources. The result is a diabetes-related mortality rate that is twice as high as that of non-Hispanic Whites. Spanish-language TV is a trusted source of information for Hispanics, and can serve as a critical health education channel to communicate accurate health information. We will describe a culturally and linguistically appropriate health education campaign, based on Social Cognitive Theory constructs that addressed diabetes among Latinos. Key messages about diabetes symptoms, diagnosis and management were incorporated into a popular telenovela, and a link to CDC diabetes information was provided on the show's home page. The impact of these efforts was evaluated through pretest-posttest surveys conducted by Telemundo, an online survey linked from the show's home page, and by tracking visitors to the CDC diabetes page during the month when the storyline aired. Differences in responses between viewers and non-viewers were calculated and CDC Web data was analyzed. Linear regression analyses revealed that regular viewing of the storyline was a significant predictor of taking action and intent to control and/or prevent diabetes. CDC Web hits suggest that the storyline had a positive impact on information seeking as well. Future health campaigns targeting Hispanics with prevention information should consider telenovela health storylines linked to credible health Web sites.