U.S. Enviromental Protection Agency

Situation

In FY 2000, the U.S. Environmental Protection Agency’s (EPA) Office of Pesticide Programs (OPP) developed a strategy, which highlighted the need to improve pesticide safety aimed to “at risk” audiences. Communities are considered to be at risk if they have a higher than average risk of exposure to pesticides and/or incidence of pesticide poisonings. Some at risk communities may include Spanish-speaking populations. Many Hispanics/Latinos are engaged in occupations that may expose them to pesticides.

Goal

Prevent pesticide poisonings among Hispanics/Latinos.

Strategic Approach

The approach used Spanish-language broadcast, print and digital media to communicate prevention messages during health observances throughout the year. Research shows that Hispanics/Latinos are avid media consumers, especially in terms of television, radio and, more recently, social media. Thus, these vehicles have proven to be effective when communicating with Hispanics/Latinos.

 

Tactical Implementation

The Spanish-language media campaign included national, international and local programs on broadcast and cable television programs, radio shows, newspaper articles and digital media.  Some of the health observances highlighted during these programs included:  National Poison Prevention Week, National Asthma Awareness Month, National Mosquito Awareness Week and Children’s Health Month.

Results

The media campaign has reached over 500 million Hispanics/Latinos through a wide range of media. Programs have included six national and international early-morning newscasts; placements in the top 10 Spanish-language newspapers in the U.S.; and interviews on Spanish-language radio.