189844 Social Marketing Campaigns for Recently Arrived Latinos

Tuesday, October 28, 2008: 3:00 PM

Victor Sierra, ScM , The Media Network, Silver Spring, MD
Language, cultural and socio-economic issues are barriers to health information access and understanding among newly arrived immigrants. The presentation will describe the phases for developing health communication campaigns for newly arrived Hispanic and other populations—research, implementation, and dissemination. It will discuss audience segmentation, communication strategy, and either material creation or adaptation. Samples from government campaigns will be showcased, addressing traffic safety for younger Latinos and Medicare messages for older Latinos and their families. Content (use of “universal” Spanish), tone, image and other material development elements will be highlighted for both print materials and media products (e.g., print and radio).

Learning Objectives:
1. Describe use of research for assessment, concept and material testing. 2. Identify the steps and dual approach needed to reach immigrant populations with health messages—media outreach (earned and purchased) and community partnerships.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to be a moderator, presenter, faculty, panelist, discussant, author or respondent on the content that I am responsible for because of my academic training and years of consulting work experience in health research and communications programs and campaigns targeted to ethnic minority populations.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.