ABSTRACT
PURPOSE: To develop, and implement, a social marketing campaign to increase preconception health knowledge among second-generation Latinas in Oregon. DESIGN: Social marketing demonstration project. SETTING: Latino communities in five Oregon counties. SUBJECTS: Target populations included young Latinas (18-29 years old) born in the United States of immigrant parents in five Oregon counties, and their family members. Intervention. A radionovela, Amor y Salud, was developed that featured a Latina and her fiancé preparing for marriage and family. Social media, Web sites, and culturally relevant print materials promoted the radio campaign. MEASURES: Process data, social media metrics, Google analytics, online and intercept surveys were collected. ANALYSIS: Basic frequencies and descriptive statistics were used. RESULTS: Twelve episodes were produced in English and Spanish and played on nine radio stations a total of 2098 times. The Facebook page was viewed 11,000 times, and radionovela episodes were played a total of 776 times. CONCLUSION: Amor y Salud used mixed media--radio, social media, print materials--to encourage Latinas to consider their preconception health. Anecdotally, we heard positive comments from community members and local media regarding the radionovela; however, evaluation challenges prevent us from saying conclusively that knowledge on this topic increased.
