Telenovela Educates Hispanics on Healthcare & Insurance

In 2007, the Colorado Health Institute reported that more than one-third of Colorado Hispanics do not have health insurance coverage. Additionally, rising unemployment in Colorado and the subsequent loss of employer-provided coverage has disproportionately impacted the Hispanic population.

The Colorado Health Foundation determined that lack of health insurance coverage adversely impacts Hispanics’ access to health care, leading to general economic consequences statewide due to health issues and shorter life spans in the Hispanic population.

Accordingly, the Foundation teamed with the Colorado Department of Health Care Policy & Financing and Entravision Communications, to develop an informational outreach program to increase awareness among Colorado’s Spanish-speaking residents about public health insurance, access to health care, and management of chronic disease.

Key Activities:

An original 12-episode Telenovela series was created, combining entertainment and health-themes messaging. The Telenovela series idea is patterned after a prime-time television trend, such as the popular NBC "Law and Order" program, which imbed social messaging within a story line.

The first episode of “Encrucijada: Sin Salud, No Hay Nada” (Crossroads: Without Health, There is Nothing”) was broadcast May 3, 2009. Each episode ends by directing viewers to an informational Web site, and a toll-free telephone number is provided so callers can consult an expert about public health insurance, accessing health care, and the importance of nutrition and exercise.

Results:

“Encrucijada” successfully connected Hispanic communities with the Colorado Health Foundation and its partners, educating the populations about preventative health measures, accessing health care programs, and following recommended treatments.

Industry:

Healthcare

Primary Communications Discipline:

Multicultural Marketing

Organizations Involved:

Colorado Health Foundation; Colorado Department of Health Care Financing; Entravision Communications

Campaign Dates:

April, 2009 - Present

For More Information:

Colorado Health Foundation Web site http://www.coloradohealth.org/
Colorado Health Foundation Telenova series announcement & release http://www.coloradohealth.org/yellow.aspx?id=3704
Colorado Health Foundation Health Elevations quarterly publication & Community Report http://www.coloradohealth.org/WorkArea/linkit.aspx?LinkIdentifier=id&ItemID=382
New York Times article on national foundations imbedding educational social messages in primetime television programming April 2, 2009 http://www.nytimes.com/2009/04/02/arts/television/02gates.html?_r=2&scp=1&sq=foundations%20health%20message&st=cse
“Crossroads: Without Health, There is Nothing” (“Encrucijada: Sin Salud, No Hay Nada”) promotional video clip and informational Web site http://web.encrucijada.tv/1/

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