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Engaging Latinas in their Preconception Health

Engaging Latinas in their Preconception Health. Amor y Salud. Amor y Salud is a preconception health campaign targeting Latinas of reproductive age and their providers in southern Oregon. . Latinos make up 9% of Oregon population, and 16% of births.

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Engaging Latinas in their Preconception Health

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  1. Engaging Latinas in their Preconception Health

  2. Amor y Salud Amor y Salud is a preconception health campaign targeting Latinas of reproductive age and their providers in southern Oregon. Latinos make up 9% of Oregon population, and 16% of births. *Oregon Pregnancy Risk Assessment Monitoring System, 2006

  3. Why target Latinas:Latina Paradox Latina women who have recently immigrated tend to experience better birth outcomes than the U.S. average even though they frequently receive late and/or poor prenatal care. But, these positive birth outcomes among Latinas erode with subsequent generations. This is known as the Latina or Hispanic Paradox.

  4. Social Marketing Campaign The campaign consisted of: • 12 episode radionovelathat aired from October through December, 2010 on English and Spanish radio stations • Facebook and website component • Posters, postcards, and educational materials for Latinas and their health care providers Image: http://www.advaitsarkar.com/index2.htm; http://www.equity.lsnc.net/

  5. Objectives To counter effects of acculturation and produce better birth outcomes for first-generation Latinas in Oregon, the campaign encourages: 1. Preservation of traditional Latino culture that emphasizes family support, traditional diet and physical activity. 2. Addressing personal issues (e.g. exercise, alcohol use, smoking) 3. Taking a multivitamin with 400 mcg of folic acid daily. 4. Obtaining appropriate medical care (e.g. vaccines, chronic conditions)

  6. Development of the Campaign:Crafting a Culturally Relevant Message • Formative Research • Advisory Group • Creative Development

  7. Back Front

  8. Evaluation: Overview • Web survey—to evaluate the recall and reaction to the web component of the campaign among online viewers of the campaign web page and radionovela episodes. • Intercept survey—to evaluate reach, recall and reaction within one of the target counties • Provider survey—to evaluate the awareness of the campaign and the effectiveness and utility of educational materials targeting providers

  9. Evaluation: Results Web and Intercept Survey Provider survey • 57% had seen the posters and postcards • Of those who had viewed the Powerpoint presentation, half felt that it had given them new information about preconception health and the effect on acculturation on health in the Latino community

  10. For more information • Julie McFarlane, MPH • Women's Health Program Manager • 971-673-0365 Women's Health Program Office of Family Health Oregon Health Authority 800 N.E. Oregon St.  Suite 825 Portland, Oregon 97232 http://public.health.oregon.gov/PHD/OFH/Pages/index.aspx • Lesa A. Dixon-Gray, MSW, MPH Project Coordinator • 971-673-0360 • Barbara Pizacani, PhD, RN • ProgramDesign and Evaluation Services • Epidemiologist Behavior Works 534 SW 3rd Ave Suite 415 Portland, OR 97204  503-294-0554 • http://www.bwpdx.org/ • Stefanie Murray, MPH • Women's Health Program • Prevention Specialist

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