Final Detailed Findings Report for Marketing Plan and Outreach Materials that Promote Pedestrian and Bicyclist Safety to Different Hispanic Populations in the United States

Section 13. Traffic Safety in Latino Communities: National Program to Design Effective Multi-Media Campaigns to Reduce Motor Vehicles Crashes in Communities of Recent Latino Immigrants – Focus Group Results with Latino Immigrants in Three U.S. Cities

13.1 Introduction

This report summarizes the results of focus groups conducted in three cities: Durham, NC, Fort Worth, TX and Chicago, IL. The focus groups provided information on Latino immigrants' knowledge, attitudes and behaviors regarding drinking and driving.

13.2 Summary

As stated by the authors, the study objectives were

• To document the knowledge, opinions, experiences and perceptions about traffic laws and impaired driving among Latinos
• To determine what appropriate safe driving information messages (US traffic laws, practices and customs) need to be developed
• To identify media strategies and specific media messages that can lead to behavioral change, the understanding of traffic safety laws and regulations, and the promotion of safe road use
• To determine which media and which specific outlets (radio, TV, print media, and community-based organizations) best reach the target population.

Eight focus groups were conducted in Spanish with Latino immigrants. The focus groups were held in Durham, NC, Fort Worth, TX and Chicago, IL, all during October 2001. There were 71 participants, and they either (1) had a history of drinking and driving arrests, (2) were identified as social drinkers or heavy alcohol users but had not been arrested for drinking and driving, or (3) were family members of those who had alcohol problems.

The key findings from the focus groups are listed below.

• Many participants reported driving without a driver's license, sometimes because their immigration status did not qualify them for a Social Security number, and therefore, they could not obtain a license.
• The participants learned to drive in their home countries, through observation or being taught by friends or parents. Very few reported learning to drive in school or through a driving school.
• Most participants learned to use seatbelts in the U.S. Although there is a law about seatbelts in Mexico, it is not enforced and seat belt safety campaigns are almost nonexistent. Most participants also reported always using child safety seats with their children.
• The participants reported that drinking was highly prevalent in the community. Most drank socially. Some reported anticipating drinking events and others reported that drinking events were spontaneous. One participant said that the idea of a designated driver did not work for Latinos because they usually get drunk without necessarily expecting or planning to drink.
• Many participants could quote the 0.08 BAC threshold for being legally drunk in their states, but were not clear how many drinks it would take to reach that level. Many viewed driving while intoxicated as being very "macho", allowing them to demonstrate to others that they can handle any situation.
• Except in the DWI focus groups, most participants had little knowledge of the health consequences of drinking. Participants who were involved with DWI events or arrests were aware of the economic and legal consequences of DWI, but most non-DWI participants had little knowledge of the consequences of DWI.
• There was limited awareness of the designated driver concept, especially among recent arrivals and persons who spoke only Spanish. Most males felt that it would be hard to find a designated driver because everyone drank at social events. Some saw men who abstained as being "sissified". Focus group participants also mentioned barriers such as not having money to pay for a taxi.

13.3 Questions answered

What are the best "media" for getting the messages across? Should the messages ultimately be delivered in newspaper or magazine ads, and if so, what newspapers and magazines are most often read by Hispanics? Would television ads be effective, and if so, on which channels should they be broadcast?

Television appears to be the preferred medium, as focus group participants spent more time watching television (especially telenovelas on weekdays and sports programs on weekends) than listening to the radio. Fotonovelas were also suggested as a way to transmit messages, and can be distributed in some areas as newspaper inserts. The authors also suggest radio novelas, although these were not explored by the focus groups.

Newspapers seem to have limited impact, in light of limited educational levels among many Latinos. Also, many U.S.-educated Latinos do not read Spanish print media.

Which Hispanic groups should be targeted and why?

This study targeted recent immigrants, as they have a higher rate of drinking and driving arrests and crashes than the U.S. population in general.

What types of messages are most likely to have the most impact? What tone should the messages have?

Because of low literacy among many Latinos, effective messages must be clear, consistent and free of jargon.

Many newly arrived Latino immigrants need to be informed about traffic safety laws.

Focus group participants preferred that messages reflect real life or real stories, and be delivered by real people as opposed to celebrities. Messages should go beyond slogans like "Don't Drink and Drive" and preaching, and instead allow recipients to make their own conclusions. Most participants felt that anti-DWI messages should focus on the personal legal and economic consequences of drinking and driving.

In addition, the authors suggest that a national television network or local television stations might organize a news series around an alcohol-related crash involving Latinos and its consequences. The series would be linked to other radio and television activities (such as PSAs), print materials (such as newspaper inserts) and community organizations (who would distribute materials).

The authors indicate that media campaigns must address cultural factors such as

• Spontaneity – Some participants had the view that "improvising" is a characteristic of the Latino culture, as exemplified by the comment, "People don't plan to see each other; they just pass by". This can result in a person getting drunk without necessarily expecting or planning to drink.
• The concept of a "designated driver" – Many participants did not know what "designated driver" meant. Participants mentioned barriers such as difficulty in finding a designated driver (because everyone drank at social events) or not having money to pay for a taxi ride home.
• The role of machismo – Some participants mentioned that Latinos feel very "macho" when they drink and want to prove that they can do anything, including driving.
• Social acceptance of drinking and driving – Most participants agreed with the statement, "My friends believe it is OK to drink and drive".

Should different cultural groups be targeted and why?

The authors recommend that "...all communication activities – radio, TV, print media as well as written meetings for informal distribution – take into account the variety of language groups and cultural orientation of diverse Latinos." (p. 49)

13.4 Outstanding questions

In what pedestrian and bicycle safety-related areas is communication with Hispanic audiences most needed?

This study did not address pedestrian and bicycle safety.

Which age groups of Hispanics should be targeted and why?

The report does not address this question.

Should materials be presented just in Spanish, or in English and Portuguese as well?

The report does not mention whether materials should be in Spanish only, or both Spanish and English. The focus groups were conducted in Spanish, though. This study did not address Portuguese.