218006 "Encrucijada: Sin Salud, No Hay Nada" (“Crossroads: Without Health, There Is Nothing”) – A soap opera that incorporates health topics, Medicaid and CHP+ information into its drama

Monday, November 8, 2010 : 1:30 PM - 1:45 PM

Cristina Bejarano, MPH , Independent Public Health Consultant, Denver, CO
Mariana Enriquez, PhD , Independent Evaluation Consultant, Denver, CO
Anne Smith , Evolve Communications, Littleton, CO
Jesus Fuentes , Creative Services Director, Entravision/ LaNetaTierra, Denver, CO
Background. The Spanish language soap opera Encrucijada: Sin Salud, No Hay Nada (“Crossroads: Without Health, There Is Nothing”) addresses health issues faced by the Spanish speaking Latinos (SSL) in Colorado. Encrucijada objectives were to 1) increase the number of SSL in Colorado who enroll in CHP+ and Medicaid; 2) increase SSLs' disease management knowledge; and 3) modify SSLs' behaviors that will have an overall positive impact in their health.

Methods. Encrucijada's health topics were identified by a group of Latino community leaders and health professionals. Health content information was provided by health topic experts and health promoters in the field. The Executive Producer and Health Content Coordinator worked hand-in-hand to integrate health content, Medicaid and CHP+ information into the twelve episodes. Information on each episode covered at least two important points for each health topic, addressed at least one myth or barrier, and provided at least one tool that the audience could use to address the health topic. Dramatic storylines delivered by professional actors kept people engaged throughout the duration of Encrucijada..

Results. Preliminary results indicate that Encrucijada audience learned about CHP+ and Medicaid, targeted illnesses; and ways to care for themselves. Results also show changes in attitudes, intentions, and behaviors.

Conclusions. Encrucijada has demonstrated to be an effective mass media tool to reach the Spanish speaking Latino community in Colorado.

Learning Areas:
Diversity and culture
Implementation of health education strategies, interventions and programs
Public health or related education

Learning Objectives:
1. List components of a successful Spanish language soap opera providing information on Medicaid, CHP+, and health topics. 2. Demonstrate how a soap opera can be a successful means of mass media communication to access the hard to reach Spanish speaking population.

Keywords: Latino Health, Health Promotion

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: blank

Qualified on the content I am responsible for because: As a trained health professional, I served as the Health Content Coordinator for Encrucijada and I was the main contact for the Advisory Group, Working Group, Project Team, Project Manager, and Executive Producer.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
Evolve Communications Health Content Coordinator Consultant

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.