Success Stories

Centers for Disease Control and Prevention: National Diabetes Education Program Hispanic/Latino Campaign

Diabetes is the 7^th leading cause of death among Hispanic/Latino Americans, and the 4^th leading cause of death among Hispanic women and among Hispanic elderly. Hispanic/Latino Americans have the second highest rate of Non-Insulin Dependent Diabetes (NIDDM) compared to other populations. Diabetes incidence is highest among certain Hispanic/Latino population-groups (Puerto Rican, Mexican) and low-income Hispanics/Latinos with lower levels of education. The National Diabetes Education Program (NDEP), a joint effort of CDC and the National Institutes of Health (National Institute of Diabetes and Digestive and Kidney Diseases), focuses on the dissemination of clear, accurate information about the prevention and control of diabetes.

Strategy

A communication campaign targeted to Hispanics with diabetes was launched with the overall objective of empowering people with diabetes to take control. The following strategies were employed:

• Use the Hispanic media to provide consumers with hope about controlling diabetes.
• Support media messages through appropriate community organizations.

Actions

Prospect and CDC worked with representatives from various Hispanic/Latino organizations to develop culturally relevant messages and encourage their use by Hispanic media outlets. These groups, with which Prospect worked closely throughout concept and creative development, included:

• COSSMHO
• National Council of LaRaza
• Puerto Rican Association of Diabetes Educators
• White Memorial Medical Center, Los Angeles
• Perfil Latino
• Concilio Latino de Salud

Prospect developed creative concepts (in Spanish) which were tested with members of the target audience in Miami, Puerto Rico, New York, and Los Angeles. Based on the winning concepts, Prospect developed, pretested, and produced public service announcements (PSAs) with the theme "Rayos y Truenos" or "Thunder and Lightening." Campaign components included:

• Press kit in Spanish and English
• 15- and 30-second television PSAs in Spanish and English
• 30-second radio PSA in Spanish
• Print PSA in Spanish

The press kit included a photo board, print PSA, press release, educational brochures, fact sheets on the burden of diabetes among Hispanics, an overview of the NDEP, and other background materials.

Kits were mailed to Hispanic media throughout the nation, as well as to the CDC’s state Diabetes Control Programs. Materials were received by over 250 Hispanic radio stations, 50 Hispanic televisions stations, and 75 newspapers and magazines received campaign materials.

Results

Feedback from the Hispanic media combined with usage of materials indicates that the campaign was a major success. The campaign received over 95 radio placements, with 485 airings, for a total reach of more than 5.5 million listeners. There were 16 television placements with 87 airings, for a total reach of over 3.3 million viewers, and over 29 newspapers and magazines have run the print PSA, which has been seen by over one million readers.

The campaign was recognized with an International Academy of Communications Mercury Silver Award and was the first Spanish-language program to receive the Health Improvement Institute’s Award of Excellence.