The prevalence of diabetes in the United States continues to increase at a rapid pace, making the disease a major public health threat. CDC figures state a 33% increase in diabetes prevalence between 1990 and 1998. Latinos living in the United States have a significantly higher prevalence of diabetes than members of other ethnic and racial groups. The Center for Health Promotion and Disease Prevention Research at the University of Illinois at Chicago, in partnership with a community organization, has developed a Latino diabetes project. The Sí Se Puede! Diabetes Project focuses on the prevention and control of diabetes among a targeted Latino community. A Sí Se Puede! media campaign was designed in support of the ecological theoretical model. The culturally appropriate, media campaign was developed and implemented to reach the Latino community and increase its awareness about the prevention and control of this chronic disease. Information from focus groups and input from members of the community organization guided the development and implementation of the media campaign. The media plan resulted in the establishment of culturally relevant radio and print public service announcements, and a cover story in a leading, spanish-language newspaper. The effectiveness of the media campaign is being measured through an ongoing assessment and evaluation plan. The presentation will describe the process of development of the Sí Se Puede! diabetes control and prevention media campaign, the assessment and evaluation process, and the effectiveness of the media campaign in increasing diabetes awareness among the targeted Latino community.
Learning Objectives: 1. Recognize the need for and importance of culturally appropriate health awareness media campaigns. 2. Describe the components necessary in developing a media campaign to increase diabetes awareness. 3. Assess the effectiveness of a media campaign among the targeted community.
Keywords: Diabetes, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.