268182 Use of radio dramas to reduce unintended pregnancies in Latina and African American women

Wednesday, October 31, 2012 : 9:30 AM - 9:45 AM

Connie Kohler, DrPH , Dept. of Health Behavior, University of Alabama at Birmingham, Birmingham, AL
Shelly Campo, PhD , Community and Behavioral Health, University of Iowa, College of Public Health, Iowa City, IA
Natoshia M. Askelson, MPH, PhD , Department of Community and Behavioral Health, University of Iowa, Iowa City, IA
Small, minority population groups often do not seek or have access to mainstream health information channels. Radio serial dramas can provide health education through embedding - messages in entertaining media. Radio serials were developed for Latina (http://www.lanochetedasorpresas.com/) and African American (AA) audiences (http://www.queenstreetradio.com/). Separate, but parallel, community-based processes were used to develop the dramas, including working with community advisors and community-based formative research leading to the development of an episode guide that directed the writers on the health messaging objectives for each episode. The AA drama aired on seven radio stations and the Latina drama on five Spanish-language stations. Most stations followed the airing of each episode with a call-in show. Community partners (AA = 30, Latina = 45) across the state including health services organizations, churches, and small businesses distributed CD sets (AA = 3,000, Latina = 6,000) of the complete program. Evaluation included intercept interviews (AA = 417, Latina = 468). Of those interviewed, 17.7% had heard of the AA drama; 44.3% had heard of the Latina drama. Interview data indicate that most women were knowledgeable about the need for contraception, but many thought effective methods were expensive. The percentage of Latina women reporting not knowing where to get contraceptives that fit their budget was lower after the program was launched compared to before the program began (3.4% vs 15.4%). The presentation will compare the process and outcomes of these two interventions and highlight the successes and lessons-learned.

Learning Areas:
Communication and informatics
Implementation of health education strategies, interventions and programs
Public health or related education
Public health or related research

Learning Objectives:
Discuss the challenges of targeting and tailoring messages to small, minority audiences. Describe the development process of a radio serial. Compare the implementation of two radio serials in two minority communities.

Keywords: Health Communications, Reproductive Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I was the the co-PI on the project. I have extensive experience in the development and implementation of radio dramas.
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.