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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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Presentation Transcript

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

why target latinas latina paradox
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.


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




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)

development of the campaign crafting a culturally relevant message
Development of the Campaign:Crafting a Culturally Relevant Message
  • Formative Research
  • Advisory Group
  • Creative Development



evaluation overview
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
evaluation results
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
for more information
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

  • 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 


  • Stefanie Murray, MPH
  • Women's Health Program
  • Prevention Specialist