Developing spanish-language tools promotores can use on mobile phones

A 2012 report by Nielsen, a leading global information company on consumer behavior, found Hispanics continue to be highly engaged in their usage of smartphones and online video. According to this study, Hispanics are 68% more likely to watch video online and on mobile phones than others.

In a series of 14 focus groups with consumers and community health workers (promotores) held to determine information needs and communications preferences, our findings showed similarly high usage of smartphones and partiality for video among low-income Hispanics. Farm workers were heavily reliant on mobile devices and used them as their sole gateway to the Internet. Promotores described routinely using cell phones in their work, criticized printed and text-heavy materials as inefficient and out-of-touch and complained about the lack of mobile-optimized teaching tools.

Our aim was to create tools that promotores would find useful in educating farm workers about pesticides safety. Based on these findings we developed a Spanish-language educational resource that relies primarily on video and is optimized for use on mobile devices; the first such resource of it's kind. A teaching curriculum based on principles of adult learning is supported by 10 short videos conceived and executed in Spanish. A mobile website hosts these and other resources, such as photos, key tips and links to additional information.

Hispanics are preeminent drivers of growth and trend setters for mobile phones and online video. Mobile presents a significant avenue of opportunity for health education but more useful vehicles for reaching Hispanics are needed.