Reduce the Burden of Arthritis in the Hispanic Population



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Creating Your PSA Distribution List:


  • Make a list of radio stations and local newspapers and magazines. Keep in mind your primary audience is Spanish-speaking people of Hispanic decent between the ages of 45-64. You want to be sure your list includes stations and publications that cater to this audience – specifically Spanish-language formats.




  • Obtain contact information for public service directors. Most radio stations, as well as print publications and web sites, have a public service director who schedules PSAs.




  • Identify non-media outlets. Consider opportunities beyond media to place your PSA, such as billboards or bus shelter placards.



Placing Radio PSAs:


FormatYour PSA package includes pre-recorded PSAs and live announcer scripts. Many stations prefer the latter, so their own on-air personalities can read the script themselves, which provides a local feel to the piece. You can photocopy the scripts and send them to radio stations together with a pitch letter (see Appendix B for sample pitch letter).
Other stations may prefer to use pre-recorded versions. To reproduce the radio PSAs, take the master CD (included in this packet) to your local CD duplication company. If you would like to localize your radio PSA with information, such as a local 800 number or program, contact a local recording studio or production house to record the remaining 5-10 seconds. Some radio station will create the local tag for free, especially if they have agreed to run one or more of the PSAs. Just ask.
Depending on your resources, consider sending both the announcer script and hard copy CD to the public service director. Or you can contact stations in advance and ask which format they prefer. The radio piece is also available via MP3 format at http://www.cdc.gov/arthritis/.
TimingConsider timing when distributing your PSAs. Radio stations usually require several weeks’ notice to work a PSA into rotation. Encourage public service directors to play your PSAs when you can reach the largest audience – such as morning and evening drive time.

Placing Print PSAs:


Your package includes 4 print PSAs. Print PSAs tend to be more difficult to place than radio PSAs due to space limitations and competition from paying advertisers. As with radio, your success will depend largely on your “pitch” (position the importance of this issue to the outlets readers/listeners) to the outlet. Print outlets will be especially interested in local statistics, so be prepared to explain how many readers, in your city and state, are impacted by arthritis.
Format –We have designed the full-page PSA to meet most print publication requirements. The less work the print publication has to do to use your PSA, the more likely they are to use it. The other print pieces can also be used as PSAs if different sizes are required.
Usage – See Section II: Sample Campaign Materials for instructions on how to localize your creative materials.
Timing – As with radio PSAs, print publications typically require two to four weeks notice to put PSAs into rotation, so plan accordingly. Again, look for times of the year when your messages will be most suitable to readers. Conduct background research to identify any annual issues or promotions that may be appropriate, such as arthritis, physical activity or Hispanic health.

Step-by-Step Campaign Implementation—Step 4 (continued)
Effective Paid Advertising Placement

The print and radio creative also can be used for paid advertising. (Remember: advertising is when you pay for placement and is therefore not considered a PSA; although the creative material is the same.)


The advantage to paying for your ads to be placed is guaranteed dissemination of your message – you know your ads will air on the radio station or appear in your local print publication. Also, you have control over when the creative is placed/aired. You pay for a specific time slot, a specific day and you determine how often it will run. All this is based on the advertising contract you negotiate with the media outlet. Following are a few things to consider when purchasing advertising.

Purchasing Air Time/Radio:

Make sure your ad reaches WHO you want WHEN you want. As discussed previously in this section, you will want to consider print publications and radio stations that cater to your target audience, in this case, Spanish-speaking individuals of Hispanic descent. With radio, consider buying spots during peak times, if your budget allows. Be sure to ask the station’s advertising sales representative for a listener report. This data can tell you how many people listen during which windows of time, the average age of those listeners, gender and race.
Purchasing Space/Print:

When talking with your advertising sales representative, be sure to ask for a media kit, outlining audience demographics for your consideration. You want to know the following: Who reads this publication (age, gender, race)? Which day the paper is most highly read (it is often Sunday)? Which sections are highly read? Do they provide links to articles on the outlet’s web site?


Note: Using a media buyer can be helpful in getting your message out—especially in areas with multiple media outlets—and negotiating a better advertising rate. A media buyer with specific knowledge of the Hispanic market may be able to assist you in making choices about paid advertising.
Making the Most of your Advertising Budget

As discussed above, advertising costs vary depending upon time of day the ad is aired or location within a publication (upper right corner of the front section of the paper, vs. bottom left corner of the local section). To ensure you get the most leverage for your ad buy, consider the following tips:




  • Repeat your message again and again…and again. Research shows that the more a message is heard or viewed, the greater likelihood it will prompt a person to action




  • Maximize your ad buy. Radio and print outlets offer packaged advertising buys, where you purchase a number of commercial spots for use at different times throughout the year. For instance, you may want to have an ad placed every month, or every quarter. The package is typically less expensive than if you were to purchase the ad space one spot at a time



  • Maximize your message. In addition to purchasing the “best” placement spot (time, placement on page), and considering how you can bundle your buy to maximize your budget, it’s also important to consider how your buy can maximize your message. If you spread your message out too much, especially when purchasing radio time, you are less likely to break through the clutter and motivate people to action. For example, it’s better to run your ad 4 times a day for 2 weeks than 1 time a day for 56 weeks. The goal is to achieve as much “saturation” as possible




  • Ask for added value. Depending on your media market, once you purchase space the radio stations and/or publications you are working with may be willing to throw in complimentary, or discounted, ad space. Be proactive in this regard and have an “ask” in mind when you go in to negotiate. For instance, ask them to match every two paid spots you purchase with one free airing. Or ask them for a weather or traffic sponsorship, which ends with a “brought to you by” tag that includes the 800 number or web site



  • Be flexible. If your campaign allows some flexibility, tell radio stations and publications that you are willing to have your spots run in place of ads cancelled at the last minute. This option may mean you do not get your targeted airtime, or position in the daily paper, but it is guaranteed placement nonetheless it is worth considering

Step-by-Step Campaign Implementation—Step 5
Step 5: Tracking the Reach of your Campaign Efforts
Things to Remember:


  1. It is important to obtain listener-ship reports from radio stations for when your PSA’s or paid ads ran, and readership reports for any newspapers or newsletters that ran your print PSAs or ads.




  1. It is useful to keep track of the number of flyers and posters distributed, and the number of brochures both distributed to community locations, and picked up by individuals at those locations.




  1. Although the “call-to-action” for these materials is to exercise, not call for more information, it will be useful to track how many calls were received on the 800 number or how many hits were received on the web site used (assuming materials are localized).

NOTE: If your state health department has not provided you with a tracking form to record these exposures, a sample form is included in Appendix H.



Suggested Campaign Implementation Timeline
Below is a suggested timeline and checklist, which shows each step of the campaign implementation process. Because resources vary, we have included a variety of ideas to consider. Please identify and implement steps that are ideal for your organization.
Month One:

  • Print Buenos Dias, Artritis How To Guide

  • Review contents to become familiar with campaign goals, guide content and resources

  • Conduct a brainstorm with your team to determine the best implementation process

  • Plan how you will monitor your campaign implementation


Month Two:

  • Develop your contact list (PSA Directors for PSAs; advertising personnel for paid placement; healthcare reporters if you choose to create a larger story with the media)

  • Schedule in-person meetings with key PSA Directors or reporters; identify members of the Hispanic population with arthritis to attend meetings with you, a member of one of the organizations you are partnering with or a rheumatologist

  • Customize enclosed template media materials for both in-person meetings and mailings. See Appendix B.

  • Determine appropriate distribution method for materials (hard copy, CD, or e-mail)

  • Create custom kits for each contact/media outlet

  • Distribute kits to media targets (consider personally delivering kits), and/or finalize list of outlets to receive paid placements


Month Three:

  • Follow up with media you meet or talk to within 48 hours. If you spoke to someone on the phone or in person, send a follow-up thank you letter. See Appendix D.

  • Follow up with all other contacts, within two weeks, by placing a phone call to assess interest and determine if additional information is needed


Continuous Follow-Up Steps:

  • Send thank you letters to all outlets that do run the PSA campaign. Ideally, ask multiple individuals from your organization, partner organizations and people with arthritis to send a thank you letter to show the depth and breath of your thanks and to encourage the media outlet to continue running the campaign

  • Follow up with media who have yet to run the campaign to determine if there are any additional options (select ideal times of the year, such as the following: National Arthritis Month, New Year’s (resolution time), spring, summer or fall (active outdoor seasons), a special event, etc.)


Tracking Your Placements:

It’s important not only to garner a placement of your PSA and/or an article, but also to track which outlets, contacts and target audience you reached. See Appendix H for a sample tracking form.


Section II
Sample Creative Material

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, a higher proportion of Hispanics report work limitations due to arthritis and 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.


Objective:

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 lower socio-economic segments (income under $35,000) within the Hispanic population, who are Spanish speaking, ages 45-64, with doctor-diagnosed arthritis, or possible arthritis, which 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 persons with arthritis do something themselves 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 particularly good activities for people with arthritis


Campaign Materials:
Print Materials: 7 x 10 (for print advertising); 8.5 x 11 (for flyers); 5.25 x 3.25 (for use as a bill stuffer); 2.25 x 6 (for use as a bookmark); Outdoor billboard template; Bus shelter placard template; and Brochure (and sticker to place on a brochure holder)
Radio: 30-second taped radio spot; 60-second taped radio spot; 50-second taped radio spot with ability to add local tag; 25-second taped radio spot with ability to add local tag; 30-second live announcer script
Contact Information:

[YOUR NAME]

[YOUR ORGANIZATION]

[PHONE NUMBER/[E-MAIL]



Buenos Días, Artritis

Información general sobre la campaña

Antecedentes:

Las investigaciones indican que a pesar de que la prevalencia de la artritis entre la población hispana es inferior a la que experimenta la población caucásica, una proporción mayor de hispanos divulgan las limitaciones del trabajo debido a la arthritis y al dolor articular grave. Desdichadamente, las investigaciones indican que muchas personas de esta población desconocen la importancia y los beneficios del ejercicio regular para la artritis y las discapacidades asociadas.


Objetivo:

La campaña Buenos Días, Artritis ha sido diseñada para:



  • Informar a la población sobre los beneficios de la actividad física como una forma de controlar el dolor artrítico y de aumentar la movilidad.

  • Lograr una mayor comprensión sobre cómo se debe usar el ejercicio (qué tipos y durante cuánto tiempo o con qué duración) para aliviar los síntomas de la artritis y prevenir otras discapacidades.

  • Aumentar la confianza o la creencia de las personas que padecen de artritis para que puedan realizar ejercicios moderados.

  • Aumentar los intentos de práctica de ejercicios moderados.


Audiencia objetivo:

La audiencia primaria de esta campaña está compuesta por los sectores socioeconómicos más bajos (ingresos inferiores a $35,000) dentro de la población hispana, de habla española, de entre 45 y 64 años de edad, con diagnóstico comprobado, o probable, de artritis realizado por un médico, que amenaza afectar los roles valorados de la vida (tales como la atención de su familia, el mantenimiento del trabajo o la realización de las actividades cotidianas).


Mensajes claves de la campaña:

  • El ejercicio puede ayudar a las personas con artritis a hacer algo para mejorar los síntomas de la enfermedad.

  • El ejercicio moderado tiene efectos importantes y beneficiosos sobre el dolor artrítico y las discapacidades asociadas. Los estudios indican que 30 minutos de ejercicio moderado, por lo menos tres veces por semana, pueden ayudar a aliviar los dolores artríticos y la rigidez además de ayudar a las personas con artritis a mantenerse más activas y sentirse optimistas y con más energía. Los 30 minutos de ejercicio por día se pueden realizar en tres incrementos de 10 minutos a lo largo del día.

  • Caminar, nadar y andar en bicicleta son actividades particularmente buenas para las personas que padecen de artritis.


Materiales de la campaña:
Materiales impresos: 7 x 10 (para publicidad impresa), 8.5 x 11 (para volantes), 5.25 x 3.25 (para usar como relleno de carteles), 2.25 x 6 (para usar como señalador de libros), modelo de cartelera exterior, modelo para los carteles de los ómnibus y folleto (y una etiqueta para colocar en el porta folletos)
Radio: espacio de grabación de radio de 30 segundos; espacio de grabación de radio de 60 segundos; espacio de grabación de radio de 50 segundos preparado para agregar un comercial local; espacio de grabación de radio de 25 segundos preparado para agregar un comercial local y guión del anunciador en vivo de 30 segundos.
Información de contacto:

[SU NOMBRE]

[SU ORGANIZACIÓN]

[NÚMERO TELEFÓNICO/[DIRECCIÓN DE CORREO ELECTRÓNICO]



Target Audience Profile
The Buenos Dias, Artritis campaign is designed to reach Spanish-speaking Hispanics with arthritis between the ages of 45-64, with an annual household income of $35,000 or less. This campaign is targeted primarily to persons within this audience whose symptoms have advanced to the point where arthritis is perceived as interfering with one or more life activities, such as work or family obligations.
In order to reach this group through the most appropriate channels, research data was analyzed from multiple sources, including the following:


  • Literature review of Hispanics’ attitudes, behaviors and beliefs regarding arthritis, exercise and physical activity

  • Environmental scan

  • Focus Groups

  • Key informant interviews

The data provided the following insights about the audience:


Hispanics’ General Knowledge and Beliefs About Arthritis:

  • Because many Hispanics work under physically demanding conditions, there is a widely held belief that arthritis is the result of the work they do

  • Many are aware of the connection between arthritis and particular behaviors, such as lack of exercise, obesity, and dietary habits


Hispanics’ General Knowledge and Beliefs About Physical Activity and Exercise:

  • Although most believe physical activity and exercise play a positive role in managing arthritis, there is an expressed lack of knowledge regarding specific types of activities that will help. There is also an importance placed on being able to rationalize behaviors with concrete outcomes—they want to know that exercising my knee this way will help take this pain away

  • Hispanics who are actively engaged in physical activity and exercise for their arthritis believe it is a good alternative to taking medications


Areas of Misinformation/Lack of Information:

  • Some Hispanics believe arthritis comes from working with their bodies; therefore, they are skeptical that doing more exercise or physical activity will help


Attitudes About Arthritis:

  • Many Hispanics accept arthritis as a part of life

  • Many discussed coping mentally and spiritually with arthritis as an important part of addressing subtler aspects of the disease, such as depression and feelings of helplessness

  • Many spoke of their faith in God and the strength they find in that faith to cope with the arthritis. For some, acknowledging that they have little or no control over the disease has caused them to turn to their faith even more for comfort and support


Attitudes About Physical Activity and Exercise:

  • Hispanics make distinctions between exercise and physical activity according to the intent behind the activity. For example, while exercise connotes an activity solely with the purpose of exercise, physical activity can be a routine activity that may be physically strenuous, but is not intended for exercise

  • Negative aspects of physical activity and exercise were that it can be high-impact, can lead to injury if done incorrectly or increase intensity of the pain from arthritis

  • There are several barriers to increased physical activity and exercise:

    • Lack of information on how to do physical activity or exercise, or what specific exercises do

    • Lack of time to set aside for physical activity/exercise

    • Lack of energy or motivation to be active after working all day

    • Experience of pain that prevents certain physical activities and exercises

    • Lack of resources to support physical activity and exercises


Some Insights Specific to Hispanic Women:

  • Arthritis causes fear and worry that they will not be able to work and take care of their families in the future. They are afraid they will not be able to perform family duties

  • Many describe becoming depressed because of their arthritis. They are embarrassed, and in some cases, ashamed by the limitations arthritis imposes upon them

  • Women do not like to take arthritis medicine because of its powerful side effects; they would rather endure the pain than suffer the effects of such strong medicine

  • Most women believe they should watch their diets, lose weight, and exercise more to better manage their arthritis. Most reported walking to be fairly regular routine for feeling better


Some Insights Specific to Hispanic Men

  • Hispanic men talk about pain as something they just have to endure without complaining. Men report that they won’t complain or go to the doctor until they are “practically dying”

  • Many men experience difficulties with their work due to arthritis. Some have had to change their jobs or learn new skills to compensate for their limitations. Anger, shame, and frustration are some of the common responses to the activity limitations caused by arthritis

  • Additionally, men are distressed by the limitations arthritis can put on their family lives, including their love lives. They also are afraid they cannot provide for their families


Physicians’ Knowledge, Attitudes, Beliefs and Behaviors

  • Physicians acknowledge arthritis as a major problem for Hispanics. They also believe that arthritis is a part of a more complex problem, stemming from the co-morbid occurrence of other conditions, such as obesity, diabetes, heart disease, and depression

  • Physicians rarely see patients about their arthritis, although when they do, it tends to already have become a major health problem

  • Arthritis is a lower health priority to Hispanic physicians and patients alike than other conditions

  • Physicians commented that Hispanic patients are resigned to the feeling that their arthritis is beyond their control

  • Physicians commented that an important part of getting patients to actively manage their arthritis by making behavioral changes is to shift Hispanic/Latino attitudes from the belief arthritis can be cured with medications. They need to understand that arthritis is a “chronic” disease that can be “managed” and “controlled,” physicians stated

Print Creative Materials
~
Print Advertising (7 x 10)

All four versions in English and Spanish
Flyer (8.5 x 11)

One example each, English and Spanish
Bill Stuffer (5.25 x 3.25)

One example each, English and Spanish
Bookmark (2.25 x 6)
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