Obesity has become a serious epidemic in the United States, particularly among Hispanic and African-American children.

• Mexican-American children aged 6 to 11 have the highest rates of obesity in the nation. 23% of Mexican American children 6 to 11 are obese, vs. 11.8% of Caucasian children & 19.5% of African-American children.

• 14% of young people in the United States report no recent physical activity. American children in general spend 4.5 hours of leisure time each day in front of a television, computer screen or video game.
  

• Children with a television in their bedroom watch an additional 4.6 hours per week. More Hispanic children (50%) have a TV in their bedrooms than Caucasian children (20%).

Our multimedia VERB campaign:

Hispanic Radio Network (HRN) was selected for its strength and expertise in creating motivational Spanish-language educational programs for the U.S. Latino audience.

• One hour call-in radio talk shows: HRN produced live Spanish-language radio talk shows in Los Angeles, Miami and Houston to inspire and motivate parents to encourage healthy life-styles among 9 to 13 year-old Hispanic “tweens.” Because parents are strong influencers of children’s willingness and likelihood to participate in physical activity, parents & other role models were targeted. Celebrity guests included Cristina Saralegni, Univision Television host, Jose “Cheo” Cruz, baseball coach & former Houston Astro’s player, and Merengue singer Manny Manuel.

• National Spanish-language radio campaign: HRN created a series of 100+ educational radio vignettes featuring culturally relevant messages & human interest stories which highlighted VERB key messages. These vignettes vividly illustrated that playing outside (riding bikes, playing soccer) was not only fun, it was vitally important to children’s health. The radio campaign was broadcast on HRN's 200 radio affiliates in the U.S. & Puerto Rico.

• Spanish-language newspaper columns: HRN also wrote editorial columns highlighting VERB messages, and distributed them via its network of 99 Spanish-language or bilingual newspaper affiliates nationwide.

• HRN partnered with the Self Reliance Foundation to provide a toll-free Information Helpline and Provider database. bilingual Helpline operators referred callers to key organizations with Spanish-speaking staff. These included the Boys & Girls Club, YMCA, National Recreation & Parks Association, Campfire America, and after-school programs in the caller’s geographic area.

The Impact:

• National Spanish-language radio campaign: Hispanic Radio Network’s radio vignettes reached
  5 million active listeners via 200 radio stations located throughout the United States. These radio programs received prime-time airplay 6AM-7PM in all the top Hispanic markets.

• Toll-free bilingual information helpline & provider database: referred 2000+ callers to organizations such as Boys & Girls Club, YMCA, and other after-school programs which encourage physical activity. In addition, HRN referred parents to bilingual sources of nutritional information, such as NIDDK Weight Control Information Network. HRN reported demographic profiles of the callers and referrals.

• Spanish-language newspaper editorials: HRN’s column, La Columna Vertebral, was distributed to 99 Spanish-language and bilingual newspapers, with a total circulation of 3.7 million.