Technology and media: Friend or foe in community-wide health promotion campaign?

The population of San Bernardino County consists of approximately 50% Latinos, 10% African Americans, and 7% Asian Americans. San Bernardino is located in the Third California, a term that describes the disparities in health indicators between regions in California. Data shows that 37% of people do not walk for transportation, fun, or exercise while 30% of residents do not have a park or open space within walking distance of their home. To address these disparities, an intersectorial coalition implemented a Health Disparities Awareness Campaign with the goal of educating and mobilizing the community. During 9 months, Community forums where used to screen selected episodes of the documentary UnNatural Causes: Is Inequality Making Us Sick? Participants included ethnic minorities representing community-based organizations, health sector, public sector, and academia. The Coalition successfully engaged 450 community members and policymakers. An electronic response system was used to assess participant's responses to questions before and after the documentary to determine changes in knowledge and attitudes. The Campaign identified a policy agenda to address the built environment to increase opportunities for physical activity. Participants reported an increase in knowledge and change of attitude regarding issues affecting other ethnic groups and an increase in readiness to establish partnerships. This presentation examines the effectiveness of technology and media for health promotion and reports on the impact of the documentary on the audience as measured through electronic responses to specific questions. Additionally, we discuss lessons learned from using technology as a strategy for community-wide health education and promotion.