209426 A new channel for construction safety information in Spanish: Primetime telenovelas

Tuesday, November 10, 2009: 11:15 AM

Diego Castaneda, MPH , School of Public Health, DrPH Program, University of California, Berkeley, Berkeley, CA
Pietra Check, MPH , National Institute of Occupational Health and Safety-Health Communication, CDC, Washington DC, DC
Grace Huang, MPH , Institute for Health Promotion and Disease Prevention Research, University of Southern California, Alhambra, CA
Leslie M. Rodriguez, RD, LD, MA , School of Public Health, Department of Health Promotion and Behavior, The University of Georgia, Athens, GA
Jim Platner , CPWR: The Center for Construction Research & Training, Silver Spring, MD
Michelle Alban , Telemundo, NBC Universal, MIami, FL
Thomas W. Valente, PhD , Department of Preventive Medicine- Keck School of Medicine, University of Southern California, Alhambra, CA
More than 2.5 million one quarter of U.S. construction workers are Latino/Hispanic. These workers disproportionately suffer fatalities and injuries on the job where falls are the leading source of construction fatalities. Spanish-speaking workers are often inadequately served by traditional methods of workplace safety education. Recognizing that Spanish-language television programming is considered a trusted source of information for Latino audiences in the U.S., the National Institute of Occupational Safety and Health and several partners developed and evaluated an entertainment-education campaign featuring a construction safety storyline in a popular primetime telenovela (Spanish-language soap opera).

The storyline, which involved two secondary characters in the telenovela Pecados Ajenos (Sins of Others) aired in April 2008 on the Telemundo network. Three key messages about preventing falls from ladders at construction worksites were featured in the story and reinforced through a public service announcement (PSA), a Website advertised in the PSA, a companion news broadcast, and Web features on the Telemundo Website. The impact of these campaign messages was evaluated through pre- (N=743) and post-test (N=633) online surveys. Results demonstrate that primetime Spanish-language television can be a successful way to engage families/households of construction workers with workplace safety and health information. Recall of the storyline significantly predicted knowledge about using the right ladder and the importance of not carrying tools or materials in one's hands while climbing a ladder (β=.121, p=.02). We will present this and other data to show the impact on attitudes and behavioral intentions to perform and/or tell someone about various safety measures.

Learning Objectives:
1.Describe the impact of an entertainment-education campaign on the knowledge, attitudes, and behavioral intentions of viewers versus non-viewers. 2.Discuss the effectiveness of primetime Spanish-language television as a novel channel to engage Spanish-speaking workers with occupational safety and health information. 3.List three methods in which public health professionals can disseminate and/or evaluate important messages through media channels

Keywords: Communication, Latino

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Doctoral student in health communication actively involved in the evaluation of this intervention. Previous experience includes public health media studies involving research on the effects of entertainment-education, the use of media advocacy, and food advertising.
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.