Preventing high blood pressure among Latinos in the United States should be a public health priority because this condition contributes to disproportionate rates of premature deaths among minority groups. There are several risk factors for high blood pressure. Some of these factors cannot be changed – age, race, family history. Others, however, are modifiable – smoking, obesity, physical inactivity, and dietary choices. Mass media campaigns have historically been used to address modifiable risk factors for high blood pressure, and a review of these campaigns found that while short-term changes were observed, they were hard to maintain. There were also concerns that underserved populations – such as Latinos – had little exposure to these campaigns.

Campaign goals

This is what this campaign – “Cariño, Comida, y Corazón” / “Affection, Food, and Heart” – addresses. The first goal of the campaign is to reduce the incidence – or the number of diagnosed new cases – of high blood pressure among Latinos. The second is the prevalence (or the proportion) of cases of uncontrolled high blood pressure among Latinos. The primary audience of this mass media campaign are Latinas between the ages of 30 and 60 years old. Women between these ages are often part of families that include partners, children, and older adults to whom they provide care; therefore, they can help change diet at the family level. Focusing on women allows us to impact a large population that is risk, possibly undiagnosed, or trying to control their hypertension.

Familiar spaces

Successful campaigns among Latinos must be culturally and linguistically tailored to this group. This campaign ensures this by using familiar voices, themes, and spaces in the Latino culture. As an example, the campaign invokes the theme of women speaking to women; that is, the campaign’s messaging mimics ways in which women communicate with other women, with a tone that is understanding, non-judgmental, affectionate, and familiar. The campaign uses familiar spaces, meaning that the suggested behaviors are centered on one’s own home and kitchen, usual grocery store, favorite restaurant. All materials, messages, and behavioral suggestions are shared English and Spanish, and respect Latino cultural traditions and preferences. Finally, behavioral suggestions are affordable and accessible so that even socially and economically disadvantaged Latinas can participate. Ultimately, this campaign aims to reinforce the idea that eating/cooking healthy foods is equivalent to an act of love; the emphasis will be on family – on having a healthy family who lives long lives together.

Campaign hub

The main “hub” of this campaign are two “sister” Facebook pages; these pages have similar content, but one is primarily in English and the other primarily in Spanish. Posts from each page are shared on the other and cross posting is allowed. The Facebook pages are updated at least once daily with campaign-related materials, via automatic posts set up through a management system. The campaign also uses printed advertisement, primarily to direct the target audience to the Facebook pages and encourage new users to try the platform. These printed ads are posted on grocery stores, food markets, restaurants, and other food-related establishments located in neighborhoods with a high concentration of Latinos; they are also be posted on public health departments, clinics, and hospitals that serve Latino neighborhoods.