The March of Dimes initiated a national Folic Acid Campaign in 1999 to reduce the incidence of neural tube defects (NTDs) by promoting daily consumption of 400 micrograms of folic acid by all women of childbearing age before pregnancy. Hispanic women were identified as a priority campaign audience because they are 40-50% more likely to have an NTD-affected pregnancy. Hispanic women are also less likely than non-Hispanic women to be aware of folic acid (62% vs. 76% respectively), according to Gallup survey data collected in 2000.
The March of Dimes contracted with JMCP Publicidad to develop a culturally appropriate advertising campaign with supporting educational literature, to form the basis for Folic Acid Campaign activities for the Hispanic market. JMCP conducted focus groups research in 3 U.S. locations with the target audience.
Focus groups revealed barriers and opportunities specific to Hispanic women related to multivitamin use and the prevention of birth defects. For example, multivitamins have many perceived disadvantages, including the belief that they cause weight gain. Another finding is that young Hispanic women (18-24) are more likely than their non-Hispanic counterparts to see themselves as mothers even though that role is a future one for them.
Presenters will show examples of advertising and educational materials that aim to overcome barriers and grasp opportunities for communicating a preconception folic acid health message, including television, radio and print PSAs, posters and brochures. Presenters will also describe strategies for effective community outreach to Hispanic women learned from community-based pilot projects in four cities.
Learning Objectives: At the conclusion of the session, the participant (learner) will be able to: 1. Describe key findings from focus group research with Hispanic women of childbearing age on beliefs concerning multivitamin use and the prevention of birth defects. Identify strategies to communicate a preconception health message effectively to Hispanic women of childbearing age.
Keywords: Audience Segmentation, Birth Defects
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.