Exploring oral health literacy messages among rural, low-Income mothers

Rural mothers and their children experience poor oral health. They also experience low levels of health literacy. Tooth decay, the number one oral health disease, can be prevented when mothers understand the importance of drinking water and using toothpaste with fluoride. Unknown is how to effectively frame oral health prevention messages that could lead to positive changes in knowledge and behavior among this at-risk population.

A multi-state, qualitative research study was undertaken to determine: 1) how best to engage diverse and representative members of low-income, rural mothers in tailoring the content, style, and delivery method of oral health messages and 2) which messages most appeal and why. A learner-focused approach engaged 80 mothers from five racial/ethnic groups in ten focus groups and 96 other mothers in individual interviews in testing a set of oral health messages designed using health literacy principles.

Early analysis revealed that participating mothers agreed it was extremely important for health messages to resonate with their everyday life and role as mother. They argued that current health messages don't address the chaos and constraints or lack of control they feel when they must rely on health practitioners. They recommended that messages focus on three points: 1) a spokesperson who shared their identities; 2) an element of empathy for their everyday constraints, illustrated by the spokesperson or by the content of health messages; and 3) steps that were simple, quick and expressed directly what the mothers can do in spite of or in context of their chaotic lives.