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Funded in July 2004 by the Kate B. Reynolds Charitable Trust, the Hispanic Health Media Project is a partnership developed between the Angelou Research Center and Que Pasa Media, Inc. The overarching goal of this project is to create a model program that will increase the health literacy of the NC Latino population in four target content areas: adult health, child health, utilization, and safety.
“La Clínica del Pueblo” (The People’s Clinic), a weekly radio program and corresponding newspaper column, was developed to address these four target areas. The show has rapidly gained popularity in the NC Latino community, with an average of 14 calls during each hour long weekly radio show. Over 652 radio call-ins have been logged, with caller demographic analyses indicating that 64% are women and that the average age of callers is 31.4 years. Popular program topics have included alcohol abuse, cancer in women, cold and flu, cardiovascular disease, listeria, smoking and tobacco risk, HIV/AIDS, finding good child care, depression, and family planning. The format for the radio show includes a didactic presentation followed by a call-in question-and-answer period. Although the project team is responsible for program content, guest experts from WFUSM faculty and the community also participate.
To date, 105 consecutive weeks of programming have been completed over a 22-month period. In addition to the radio show, a Latino healthcare resource guide is available. A La Clínica del Pueblo 24/7 hotline averages 20 calls per month, is set up in the Angelou Research Center and allows callers to obtain resource information.
To evaluate the effectiveness of the radio show on the health literacy of the Latino community, a qualitative survey was developed and implemented to convenience samples within the community. As a part of the survey, participants provided demographic information and were queried regarding utilization of the healthcare system, media through which health information is received, and basic health knowledge. Questions aimed to determine whether the participants listen to the La Clinica del Pueblo radio show and, if appropriate, to gauge their impressions of the program were also embedded in the survey.