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APHA Scientific Session and Event Listing

Marc Pruyn, PhD, New Mexico State University, MSC 3CUR, Las Cruces, NM 88003, 505-642-2117, profefronterizo@yahoo.com, Michael P. Kelly, PhD, Program Officer, Paso del Norte Health Foundation, 1100 N. Stanton, El Paso, TX 79902, Nohemi Rubio, MPA, Child Crisis Center of El Paso, 2100 N. Stevens, El Paso, TX 79930, Kurt Gross, The Laster Group, 5407 N. Mesa, El Paso, TX 79912, and Dennis Smith, PhD, University of Houston, 4522 Dogwood Ridge Ln, Kingwood, TX 77345.

In 2005 the Paso del Norte Health Foundation launched a child abuse prevention media campaign. In the course of research, the Reframing Child Abuse and Neglect for Increased Understanding and Engagement white paper from Prevent Child Abuse America was adopted as the guide for a media campaign. A series of community meetings were held to gather input, an advertising agency contracted, and work began on message design and creative elements. Media were produced and a public relations effort was implemented. Specific issues related to media distribution in the immigrant and Mexican community will be addressed. Copies of media products, including TV spots, radio spots, and print, will be available for all participants. The media were evaluated formatively using focus group techniques. Data were coded using the data analysis/processing software, NVivo. Recommendations from the evaluator based on the findings of these analyses were looped back to the media production team.

Learning Objectives:

• Describe the development process for a comprehensive bilingual community-wide media campaign for the prevention of child abuse.
• Explain the procedures used to distribute the media to a primarily Mexican/Mexican-American and immigrant population.
• Summarize the evaluation procedures for the media campaign.
• Demonstrate basic competency for design of media based in the reframing work.

Keywords: Child Health,

Presenting author's disclosure statement:

Not Answered