219265 Entertainment-education as an effective tool to educate and promote healthy behaviors in the Latino community: "Encrucijada: Sin salud no hay nada" ("Crossroads: Without health there is nothing")

Monday, November 8, 2010 : 12:45 PM - 1:00 PM

Mariana Enriquez, PhD , Independent Evaluation Consultant, Denver, CO
Cristina Bejarano, MPH , Independent Public Health Consultant, Denver, CO
Background. Electronic media has shown to be an excellent means of communication with difficult to reach populations. Spanish speaking Latinos face multiple barriers accessing health care in Colorado, having low rates of health insurance, and sometimes delaying care until emergency care is necessary. A partnership of Colorado organizations joined forces to create a soap opera to educate the Spanish-speaking community about health topics, disease management, and healthy living as well as to promote enrollment in the public health insurance programs. This presentation will focus on the evaluation findings of Encrucijada, Sin Salud No Hay Nada.

Methods. The evaluation questions addressed were: What is the impact of Encrucijada on CHP+ / Medicaid enrollment? And what is the impact of Encrucijada on its viewers' knowledge, attitudes, intentions, and behaviors? A mixed methodology was used to answer these questions: Phone surveys, call center records, TV ratings, and case studies provided the data for this evaluation.

Results. Preliminary evaluation results indicate that Encrucijada's audience learned about CHP+ and Medicaid, health conditions, and ways to care for themselves. Changes were found in attitudes, intentions, and behaviors, as well as a positive movement towards enrollment in health insurance and seeking ongoing medical care. Final results of this evaluation will be presented during this session.

Conclusions. Evaluation results indicate that this entertainment-education intervention was effective in addressing the healthcare needs of the Colorado's Spanish speaking community. It also shared light on the critical features of this intervention.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Planning of health education strategies, interventions, and programs

Learning Objectives:
1. Discuss the merits of including the evaluator's perspective from beginning to end of the project. 2. Identify an appropriate methodology to evaluate an entertainment-education program.

Keywords: Evaluation, Latino Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have over 15 years experience as an evaluator and I am the lead evaluator of this intervention. I have presented at local, national, and international conferences.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
Evolve Communications Lead evaluator of the project Independent Contractor (contracted research and clinical trials)

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.