National Diabetes Education Program Hispanic/Latino Campaign - United States
The National Diabetes Education Program (NDEP) launched a communication campaign that aimed to empower Hispanics who have diabetes.
Communication Strategies
The programme's strategies included use of the Hispanic media to provide consumers with hope about controlling diabetes and reinforcement of media messages through appropriate community organisations.
Specifically, the programme produced 15- and 30-second television public service announcements (PSAs) in Spanish and English, a 30-second radio PSA in Spanish, and a print PSA in Spanish, all with the theme "Rayos y Truenos" or "Thunder and Lightening." A press kit in Spanish and English included a photo board, print PSA, press release, educational brochures, fact sheets on the burden of diabetes among Hispanics, an overview of the NDEP, and other background materials. These kits were mailed to Hispanic media throughout the nation, as well as to the Centers for Disease Control and Prevention's (CDC's) state Diabetes Control Programs.
Specifically, the programme produced 15- and 30-second television public service announcements (PSAs) in Spanish and English, a 30-second radio PSA in Spanish, and a print PSA in Spanish, all with the theme "Rayos y Truenos" or "Thunder and Lightening." A press kit in Spanish and English included a photo board, print PSA, press release, educational brochures, fact sheets on the burden of diabetes among Hispanics, an overview of the NDEP, and other background materials. These kits were mailed to Hispanic media throughout the nation, as well as to the Centers for Disease Control and Prevention's (CDC's) state Diabetes Control Programs.
Development Issues
Health
Key Points
Diabetes is the 7th leading cause of death among Hispanic/Latino Americans, and the 4th leading cause of death among Hispanic women and among Hispanic elderly. Hispanic/Latino Americans have the second highest rate of Non-Insulin Dependent Diabetes (NIDDM) compared to other populations. Diabetes incidence is highest among certain Hispanic/Latino population groups (Puerto Rican, Mexican) and low-income Hispanics/Latinos with lower levels of education.
The campaign received over 95 radio placements with 485 airings, for a total reach of more than 5.5 million listeners. There were 16 television placements with 87 airings, for a total reach of over 3.3 million viewers; over 29 newspapers and magazines ran the print PSAs, which were seen by over one million readers. Materials were received by over 250 Hispanic radio stations and 50 Hispanic television stations; 75 newspapers and magazines received campaign materials. The campaign was recognised with an International Academy of Communications Mercury Silver Award and received the Health Improvement Institute's Award of Excellence.
The campaign received over 95 radio placements with 485 airings, for a total reach of more than 5.5 million listeners. There were 16 television placements with 87 airings, for a total reach of over 3.3 million viewers; over 29 newspapers and magazines ran the print PSAs, which were seen by over one million readers. Materials were received by over 250 Hispanic radio stations and 50 Hispanic television stations; 75 newspapers and magazines received campaign materials. The campaign was recognised with an International Academy of Communications Mercury Silver Award and received the Health Improvement Institute's Award of Excellence.
Partners
NDEP, Centers for Disease Control (CDC), National Institutes of Health National Institute of Diabetes and Digestive and Kidney Diseases, The National Coalition of Hispanic Health and Human Services Organizations (COSSMHO), National Council of LaRaza, Puerto Rican Association of Diabetes Educators, White Memorial Medical Center of Los Angeles, Perfil Latino, and Concilio Latino de Salud.
Sources
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