Reduce the Burden of Arthritis in the Hispanic Population



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Buenos Dias, Artritis
(Good Morning Arthritis)

~
Partner Guide:

Conducting a Health Communication Campaign to


Reduce the Burden of Arthritis in the Hispanic Population




~
Presented by:

Centers for Disease Control and Prevention

And

[YOUR STATE] Arthritis Programs


September 29, 2006 – September 2011

[PLACE ON YOUR STATE HEALTH DEPARTMENT LETTERHEAD]


Dear Partner:


Thank you for agreeing to help implement the Buenos Dias, Artritis communications campaign to help the Spanish-speaking Hispanic population with arthritis understand the importance of exercise in managing their arthritis.
Currently 2.6 million Hispanics in the United States have arthritis, and arthritis imposes a serious physical, psychological, and economic threat to the Hispanic population. Research shows that although the prevalence of arthritis among the Hispanic population is less than that experienced by Caucasians, a higher proportions of Hispanics report work limitations due to arthritis and severe joint pain. Research has also demonstrated that appropriate exercise can reduce pain and disability and improve mood for people with arthritis.
Buenos Dias, Artritis was designed specifically to reach the Spanish–speaking Hispanic population with arthritis between ages 45 and 64. Pilot-test results demonstrate that target audience members both remember the message of the campaign, and are motivated to take action—to exercise to improve their arthritis.
This guide includes an overview of the Buenos Dias, Artritis campaign, campaign materials, and step-by-step suggestions to help you implement the campaign. We hope this will make it easy for you to help spread this important information to the Spanish-speaking Hispanic population in your area.

Once again, thank you for your help in implementing the Buenos Dias, Artritis campaign. If you have any questions after reviewing the guide, please contact me at [PHONE NUMBER] OR [E-MAIL].

Sincerely,

[YOUR NAME]

[YOUR TITLE]

[STATE] Arthritis Program



Table of Contents



  1. Step-By-Step Implementation Information Page

  • Campaign Overview 5

  • Campaign Materials 6

  • Step 1: Selecting Who to Target and When and Where

to Run the Campaign 9

  • Step 2: Select the Campaign Materials You Will Use 11

  • Step 3: Materials Selection Worksheet 13
  • Step 4: Getting the Materials Distributed and Used Effectively 14

  • Step 5: Tracking the Reach of Your Campaign Efforts 19


  • Suggested Implementation Timeline 20


II. Sample Campaign Materials Page





  • Campaign Overview* 22

  • Target Audience Profile 25

  • Print Creative Materials* 28

  • Radio Creative Materials* 51

  • Printing and Reproduction Specifications 60


III. Additional Resources Page



63

69

72



74

76

78



82

86

87



91

97

104



107



  • Appendix A - Implementation Planning Worksheet*

  • Appendix B - Sample Pitch Letter for Public Service Director*

  • Appendix C - Sample Letter: Response to Public Inquiries*

  • Appendix D - Sample Thank You Letter for Post Meeting*

  • Appendix E - Sample Thank You Letter after Media Runs PSA*

  • Appendix F - Newsletter Article*

  • Appendix G - Resources Fact Sheet*

  • Appendix H - Tracking Form

  • Appendix I - Template Web Site Copy*

  • Appendix J - Hispanic Population by Largest U.S. Cities

  • Appendix K - Density of Hispanic Population by U.S. City

  • Appendix L - Frequently Asked Questions

  • Appendix M - Campaign Feedback Form

* Marked items are available in English and Spanish


NOTE: This entire set of materials is available on Disk 1 in the Partner Guide file

Section I
Step-by-Step Implementation Information

Buenos Dias, Artritis Campaign Overview



Background:

Research shows that although the prevalence of arthritis among the Hispanic population is less than that experienced by Caucasians, Hispanics report a higher proportion of work and activity limitations due to arthritis and a higher proportion of severe joint pain. Unfortunately, research also indicates that many in this population are not aware of the important and beneficial effects of regular moderate exercise on arthritis pain and associated disability. The goal of the Buenos Dias, Artritis campaign is to encourage the target audience to begin or improve management of their arthritis by beginning or increasing participation in moderate exercise.


Objectives:

The Buenos Dias, Artritis campaign is designed to:



  • Raise awareness of exercise as a way to manage arthritis pain and increase mobility

  • Increase understanding of how to use exercise (which types and for how long/duration) to ease arthritis symptoms and prevent further disability

  • Enhance the confidence or belief of persons with arthritis that they can engage in moderate exercise

  • Increase trial of moderate exercise behaviors


Target Audience:

The primary audience for this campaign is Spanish-speaking people with arthritis (or possible arthritis) of Hispanic descent. Additional characteristics include:



  • Ages 45-64

  • Income under $35,000

  • Arthritis threatens to affect valued life roles (such as caring for their family, maintaining their job or conducting activities of daily living)


Key Messages From the Campaign:

  • Exercise can help people with arthritis do something to improve their arthritis symptoms

  • Moderate exercise has important and beneficial effects on arthritis pain and associated disability. Studies show that 30 minutes of moderate exercise, at least three days per week, can help relieve arthritis pain and stiffness, and help persons with arthritis be more active and feel more energetic and positive. The 30 minutes of exercise per day can be done in three 10-minute increments throughout the day

  • Walking, swimming, and biking are good activities for people with arthritis


Campaign Elements:

The Buenos Dias, Artritis campaign consists of



  • Radio spots (taped or live announcer scripts)

  • Brochure and coordinating sticker to be placed on a counter top display

  • Outdoor advertising (billboard and bus shelter placard)

  • Print advertisements (full page ad, flyer, bill stuffer, and bookmark)

Buenos Dias, Artritis Campaign Materials

The Buenos Dias, Artritis campaign materials include radio spots, outdoor advertising, a brochure and brochure holder, and print materials in four different sizes. The specifics are listed below, and samples are included in Section II: Sample Campaign Materials. All radio and print executions can also be used as either a public service announcement or a paid placement.



Radio Spots:

All radio spots have the same theme: “I will exercise… arthritis, you will not beat me today”. Live announcer scripts can be read or recorded by a local radio personality, or taped spots can be used. The taped spots are available in four lengths; please use the unique code that identifies each spot when working with a radio station.


Taped Spots:

  • 60-second taped spot (HART-0560)

  • 30-second taped spot (HART-0530)

  • 50-second taped (which allows a 10-second tag to be added to include the state arthritis program or coalition as a sponsor) (HART-0550)

  • 25-second taped spot (which allows a 5-second tag to be added to include the state arthritis program or coalition as a sponsor) (HART-0525)

Live announcer Scripts:



  • 30-second live announcer script (to be read by on-air personality, not pre-recorded)

  • 25 second live announcer script (to be read by on-air personality, not pre-recorded), which allows for a 5-second tag to be added to include the state arthritis program or coalition as a sponsor


Outdoor Advertising:

Two forms of outdoor advertising are available.




Brochure:

The three-panel brochure is provided for distribution at local community sites. The brochure is available in color and in black and white via PDF format (ready to use) or Quark format, which can be localized to include the health department logo or a local Spanish-speaking telephone response number. A brochure holder sticker is also available.


Note: There is no specified brochure holder; you select the style that best suits your needs. For example, you can order brochure holders from Screen Art Posters, Inc., 4333 East 10th Lane, Hialeah, FL (305-681-4641). BRO-HOLD model # A414-112 has worked well in past campaigns.
Print Ads and Supplemental Materials:
Print ads come in 4 sizes, and with 4 different visual images. All print materials are available in color or black and white. All materials come in a PDF format that is ready-to-use (not localizable), and a Quark format (localizable). The versions formatted in PDF cannot be modified; they include the Arthritis Foundation’s toll-free number and Spanish web site as the response mechanism (e.g. where to go for more information).
The localizable versions are provided in Quark and can be adapted, by a printer or graphic designer with access to this program, to include the health department or arthritis coalition logo, as well as a local Spanish-speaking phone number or web site (you would replace the Arthritis Foundation contact information). In addition, Quark allows each of the materials to be re-sized, providing you limitless options in meeting any media outlet’s specifications.
All print materials can be used as paid ads, public service announcements, or supplemental materials such as bookmarks, bill stuffers, bag inserts, mug imprints, or other creative uses.

Important Note:

All campaign materials expire on September 1, 2011.

It is illegal to use them after this date.

Print ad images:

        Couple walking outdoors

        Couple walking indoors (mall)

        Man walking dog

        Group of three women walking outdoors


Print material sizes:

  • 7 x 10 (full page print advertising)

  • 8.5 x 11 (flyer)

  • 5.25 x 3.25 (bill stuffer size)

  • 2.25 x 6 (bookmark size)



Important Note:

Health department or arthritis coalition names and/or logos can be added to the materials. The addition of other logos will require approval of the CDC Office of Technology Transfer. This approval can take several months to receive. See details in Appendix L.



English Print Materials:

All campaign materials are in Spanish; however, select English translations have been provided to support situations where you want to supplement the Spanish campaign with a few English placements (as the target audience does consume some English media).

The following ads are available in English:


  • 7 x 10 (print ad) – all graphic versions provided

  • 8.5 x 11 (flyer) – women walking outdoors

  • 5.25 x 3.25 (bill stuffer) – couple walking indoors

  • 2.25 x 6 (bookmark) – man walking dog

  • 19’ x 48’ (outdoor board) – couplewalking outdoors

  • 4’ x 6’ (bus shelter placard)– couple walking outdoors


Step-by-Step Campaign Implementation—Step 1
Now that you are familiar with the campaign objectives and materials it is time to begin planning your campaign implementation. This section walks you through the campaign implementation planning process.
Step 1: Selecting Who to Target, and When and Where to Run the Campaign
Questions to Ask Yourself:


  1. Do you want to reach the entire target population (Spanish-speaking people with arthritis of Hispanic descent, ages 45-64, and income below $35,000), or some sub-group (i.e.; primarily women, primarily those 55-64, or some other segment)?




  1. Where does your target audience live? What geographic areas should you target your efforts?




  1. Are there other community events (i.e.; Arthritis Walks, Hispanic Heritage Month, etc) that would complement your campaign? Are there certain events that would compete with the campaign?


Things to Consider:
Target Audience:

Whether you decide to focus on the entire target audience or a sub-group may depend on how easy the sub-group is to reach (i.e. are there places only women would see the ads), and how far your financial resources will go.


Target Area:

You may have the resources to blanket your entire area with brochures, print ads, and outdoor advertising. More than likely, financial resources will limit how large an area you can reasonable reach with the brochures and other materials placed in the community. Keep in mind, people remember a message better if they hear and see it multiple times, so it is better to saturate a smaller area than try to reach a large area. Make sure you target areas with high numbers of Hispanic people in them. Information on the Hispanic population, by state and city, is available from http://www.census.gov.


Campaign Timing

Besides National Arthritis Month in May, you also may want to keep in mind the following:




  • Seasons: Think about running the campaign at times when campaign messages will be most relevant – such as spring through fall, when people will be most inclined to get active outside

  • Other Activities: Consider other community activities to tag on to and competing activities to avoid

  • Special Months: Consider focusing efforts around Hispanic Heritage Month (usually runs Sept. 15 – Oct. 15th of each year) when media outlets already may have promotions planned

  • Community Celebration Days: Consider coordinating with special days such as:

    • September 15 -- Independence Day for Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua;

    • September 16 -- Mexican Independence Day; and

    • October 12 -- El Dia de la Raza


Make sure you allow enough time to plan your campaign and distribute the campaign materials. See Campaign Implementation Timeline after Step 5 in this guide.

Step-by-Step Campaign Implementation—Step 2
Step 2: Select the Campaign Materials You Will Use
Questions to Ask Yourself:


  1. What do you know about your target audience?

    1. What radio stations do they listen to? At what time of day?

    2. What newspapers do they read?

    3. What community locations (shops, restaurants, bus stops, doctors’ offices, community centers) do they go to frequently?




  1. What Spanish-speaking communication vehicles exist in your target area?

    1. Is there a Spanish-speaking radio station?

    2. Is there a Spanish-language newspaper or magazine?




  1. Are there bus routes that are used by many Spanish-speaking people?




  1. Do you want to localize the materials by adding the name of the health department or arthritis program/coalition? Reminder: No other names or logo’s can be added without written permission from the CDC Office of Technology Transfer; however, localizing the phone number or Web site does not require approval.




  1. Do you have the capacity to receive phone calls from Spanish-speaking individuals who want more information? If so, do you plan to replace the Arthritis Foundation toll-free number with a local telephone response number?




  1. Do you want to print the materials in color or black and white?


Things to Consider:
Mandatory Campaign Elements: To fully implement the campaign you must use, at a minimum,

  • Radio spots OR outdoor advertising (billboards or bus shelter placards)

AND

  • Brochures placed in community locations

Pilot test results suggest that print ads and flyers are also very helpful.


Color versus black and white: Audience research demonstrated that the vibrant color was one of the elements of the materials that attracted attention. It is definitely worth investing in color materials if at all possible.
Materials selection: Audience testing revealed that the target audience was most attracted to these materials because they were in Spanish, had “arthritis” in the title, and were colorful. You do not need to be concerned if the graphics do not look just like the Hispanic population you are targeting.
Most target audience members did perceive the individuals depicted in the campaign graphics as Hispanic, and like themselves or people they knew. However, the specific appearance of the people depicted DID NOT influence whether or not an individual was attracted to the campaign material. Similarly, the type of dog pictured in the graphic of the man walking a dog was irrelevant to the target audience.
The materials selection worksheet on the next page will help you record your decisions regarding materials selection.

Step-by-Step Campaign Implementation—Step 3
Step 3: Materials Selection Worksheet

You must use the mandatory campaign elements. You can use as many additional elements as you like. Remember, the more frequently the message is heard or viewed, the more likely it is to be remembered.



1. Check which MANDATORY elements you plan to use:

  • Brochures (mandatory)

AND

  • Radio Spots

AND/OR

  • Outdoor Advertising

    • Billboards (Couple walking outdoors or group of women walking outdoors)

AND/OR

    • Bus shelter placards


2. Check which OPTIONAL elements you plan to use:

  • 7 x 10 (full page print advertising)

  • 8.5 x 11 (flyer)

  • 5.25 x 3.25 (bill stuffer size)

  • 2.25 x 6 (bookmark size)

*Don’t forget about the opportunity to use these images for mugs, grocery bags, etc.


  1. For the supplemental print materials, which graphic is most likely to resonate with your target audience?




    • Couple walking outdoors. Which size[s]?:

    • Couple walking indoors (mall). Which size[s]?:

    • Man walking dog. Which size[s]?:

    • Group of three women walking outdoors. What size[s]?:




  1. Do you plan to localize the materials? (add health department or arthritis program/coalition name and/or logo, or replace national with local response number)?

____ YES (use print files in QUARK; 50-second and/or 25-second radio spots)

____ NO (use PDF print files and 60-second and/or 30-second radio spots)




  1. Do you plan to print in color or black and white?




  1. Do you plan to supplement your materials with any of the materials provided in English? If so, which ones?

Step-by-Step Campaign Implementation—Step 4
Step 4: Getting the Materials Distributed and Used Effectively
Questions to Ask Yourself:


  1. What mix of paid advertising, public service announcements, and distribution of brochures, flyers, and other supplemental materials will maximize your budget?




  1. What creative ideas do you have for using the supplemental print materials?




  1. Do you have, or do you need to develop, relationships with public service directors at Spanish-speaking radio stations and newspapers?




  1. Who can distribute the brochures, flyers, and other items to be placed at community locations?


Things to Consider:
The Buenos Dias, Artritis campaign provides both public service announcements (PSAs) and advertising options to expand your campaign options. PSAs are used when a media outlet uses your material free-of-charge, i.e. you do not pay for the placement. Advertising is when you use this same material, but pay the media outlet for the placement. There are advantages and challenges to both options. Be aware that you diminish your chances of receiving free PSA placement if you have previously purchased advertising space. It is sometimes possible to bargain for a match—you purchase some ads and the radio station or newspaper donates additional space. See the next few pages for tips on placing PSA’s and paid advertising.
Creative use of supplemental print materials from State Health Departments that pilot tested the campaign materials:

Use of the additional print materials is limited only by your imagination. For example:



  • New York created banners from the bus placards and hung them on the outside of a local community center.

  • Oklahoma re-sized the billboard ad to fit on bus benches.

  • Wisconsin included the bill-stuffer in the paychecks of workers at a temporary employment agency, and in the utility bills in their target area.

  • California mailed the brochure to all the homes in their target area (defined by census tracts).

  • Florida and California both placed brochures in multiple medical clinics where Spanish-speaking Hispanics receive care.

  • New York imprinted campaign graphics on coffee mugs distributed at churches

Step-by-Step Campaign Implementation—Step 4 (continued)
Effective PSA Placement
The PSA announcements the CDC has created, as part of its Buenos Dias, Artritis campaign, represent a powerful and economical way to raise awareness about arthritis management. To ensure the PSAs are effective in reaching audiences, the PSAs need to make it into the hands of the right people. This is where you can play a critical role – by meeting with or talking to your local public service directors to explain the impact of arthritis on their local audience and the importance of disseminating information on exercise to help reduce pain and related disability among Spanish-speaking, Hispanic populations.
The following section outlines actions to help ensure your success when you are not purchasing advertising space.

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