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Health Communication Campaign to Hispanic Women
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Health Communication Campaign to Hispanic Women

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A presentation outlining how to approach a social marketing campaign to motivate US Hispanic women to eat healthier and provide healthier meals for their family. This was put together during grad ...

A presentation outlining how to approach a social marketing campaign to motivate US Hispanic women to eat healthier and provide healthier meals for their family. This was put together during grad school in a health communications class in 2008.

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Health Communication Campaign to Hispanic Women Health Communication Campaign to Hispanic Women Presentation Transcript

  • A Social Marketing Campaign to Encourage to Nutritious Foods in Hispanic Households By Shanna Kurpe
  • The Health Problem
    • Hispanics suffer disproportionately from a number of health issues:
      • 3/4 Hispanics are overweight/obese
        • Compared to 2/3 of general population
      • 1/10 suffer from diabetes
        • Compared to 1/16 of general population
  • What portion of the Hispanic population would I target and why?
    • First generation, Hispanic Mothers between the ages of 20-44 who make food purchases and live in Miami, New York, and Los Angeles.
      • Location
      • Family Role
      • Purchasing Behavior
      • Age
  • What do I need to know about Hispanic Women?
    • Beliefs
      • Fatalism
      • Seize the day
      • Instant Gratification and Pleasure
      • More is Better
      • Bigger is Better
      • Collectivism
      • Family Roles
    • Motivations
      • Well-being of family
      • Provide better opportunities
      • Preserve cultural heritage
      • Protect family
      • Enjoy rewarding life NOW!!
      • Fulfill role within the family
  • What would I market to Hispanic Women?
    • A traditional healthy lifestyle featuring Hispanic foods that will allow the mother to…
    • Teach her family about traditional foods
    • Enjoy her life with her family
    • Protect her family and its future
    • Fulfill her family role
  • Preserving Your Past, Possessing Your Present, Protecting Your Future
  • What barriers would I address?
    • Unknowledgeable about healthy foods, recipes, nutrition facts, etc.
    • Hard to find traditional healthy foods
    • Nagging of the children to buy unhealthy foods
  • Where would I reach Hispanic Women?
    • New York, Miami, Los Angeles
      • Television (Univision, Telemundo)
        • Early Morning
        • Evenings (5p.m.-7p.m.)
        • Spanish-Language
      • Grocery Stores
        • Hispanic Markets
        • Produce Section
      • School Children
        • Schools in Hispanic neighborhoods
  • How would I reach Hispanic women?
    • Spanish-Language Promotions:
      • Radio Advertisements
      • Recipe Cards in stores
      • Signage in grocery stores
      • School Programs
      • Web site