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

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Section 8. Mecklenburg Safe Communities Program – Campaign to Reduce Drinking and D iving Among Latinos in the Community

8.1 Introduction

Piensa en las Consecuencias (Think about the Consequences) is a campaign that uses printed booklets and radio announcements to target drinking and driving among Hispanic drivers in North Carolina.

8.2 Summary (adapted from http://www.safecommunities.net/release6.html)

In 2002, the Mecklenburg County Safe Communities Program in North Carolina produced culturally sensitive materials to reduce drinking and driving among Latinos in the county. From focus groups they learned:

  • Use of photos and verbal information as opposed to a large amount of text was important
  • Focusing on consequences to the family should be central
  • Participants thought the messages should be seen and heard in a variety of places
  • Many participants felt they could still drive after drinking eight or more drinks

The title of the materials is Piensa en las Consecuencias (Think about the Consequences). The materials also directly state, "si bebes, no manejes" or "if you drink, don't drive."

Following the research, two RadioNovelas (public service announcements) and a PhotoNovela (booklet) were produced. The first RadioNovela involves a woman being informed by a police officer that her husband has died in an impaired driving crash. The woman is concerned about taking care of the family and how they will manage without her husband. The second RadioNovela involves a man who has been injured in a drunk driving crash. A physician informs him that he was unable to save his leg during an emergency operation. The man is then concerned about how he will be able to take care of his family. The PhotoNovela booklet is a series of photographs that tell a story (not specified). It is a genre popular among Latinos.

8.3 Questions answered

What types of messages are most likely to have the most impact? What tone should the messages have? Should humor be used, or would messages with "shock value" have more impact?

Focus group participants indicated that the use of photos and verbal information was important. The two RadioNovelas portray impacts of motor vehicle crashes on families.

What are the best "media" for getting the messages across?

This campaign used radio and print media. The report does not identify the radio station(s).

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

This campaign used Spanish materials – two RadioNovelas and one PhotoNovela. It did not include English, or Portuguese.

8.4 Outstanding questions

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

This campaign did not address pedestrian and bicycle safety.

Which Hispanic groups should be targeted and why? and
Which age groups of Hispanics should be targeted and why?

This campaign did not target specific Hispanic groups or age groups.

Should different cultural groups be targeted and why?

This campaign did not target different cultural groups.

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Program Contact

Tamara Redmon

202-366-4077

Gabriel Rousseau

202-366-8044

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