Tu Salud Si Cuenta: An Effective University-Community Model for a Participatory Action Media Campaign

Latinos are among the most disenfranchised members of our society, and tend to be at greatest risk of illness frequently associated with a low SES. Nutritional deficiencies and limited physical activity leading to obesity exist at a much higher rate in the southernmost area of Texas among Mexican Americans as compared to national statistics and accounts for a high incidence of cardiovascular disease, cancer and especially diabetes. Mexican Americans/Latinos form 87% of the population in this area and account for one of the lowest SES in the nation. Therefore, a participatory action research approach utilizing community-based media interventions was implemented in 2005 to create a translational research bridge between scientific findings and recommendations for physical activity and healthful food choices among the Spanish speaking adult community members. This innovative mass media intervention based on Social Cognitive Theory was facilitated through bi-border (U.S./Mexico) partnerships including a major Mexican television station, three Mexican radio stations, one border U.S. newspaper, faculty and staff of two southern Texas universities, community outreach workers (promotoras) and grass-roots advocacy efforts. Qualitative evaluation of material demonstrated strong audience appeal, and pre/post campaign exposure survey results indicated increased community awareness and engagement around the built environment issues. The campaign has created community-wide momentum to influence policy changes that increase physical activity and healthful food choices. The implication of this intervention suggests a model for translational research at the community level which is beneficial to the intended audience and is also cost-effective.