A Social Marketing Campaign to Encourage to Nutritious Foods in Hispanic Households By Shanna Kurpe
The Health Problem <ul><li>Hispanics suffer disproportionately from a number of health issues: </li></ul><ul><ul><li>3/4 H...
What portion of the Hispanic population would I target and why? <ul><li>First generation, Hispanic Mothers between the age...
What do I need to know about Hispanic Women? <ul><li>Beliefs </li></ul><ul><ul><li>Fatalism </li></ul></ul><ul><ul><li>Sei...
What would I market to  Hispanic Women? <ul><li>A traditional healthy lifestyle featuring Hispanic foods that will allow t...
Preserving Your Past, Possessing Your Present, Protecting Your Future
What barriers would I address? <ul><li>Unknowledgeable about healthy foods, recipes, nutrition facts, etc. </li></ul><ul><...
Where would I reach Hispanic Women? <ul><li>New York, Miami, Los Angeles </li></ul><ul><ul><li>Television (Univision, Tele...
How would I reach Hispanic women? <ul><li>Spanish-Language Promotions: </li></ul><ul><ul><li>Radio Advertisements </li></u...
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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 school in a health communications class in 2008.

Published in: Health & Medicine
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Health Communication Campaign to Hispanic Women

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

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