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A Doctor’s Word
A Parntership of New America Media and Kaiser Permanente
2005 and 2006 Mid-Year Report
2005 and Mid-Year 2006 Report | �Prepared by New America Media
Introduction
2005 and 2006 Mid-Year Report
NAM Goes Nationwide
“A Doctor’s Word” Health Advice Column for Ethnic Media
Current Physician Writers
Columns To-Date
Fall 2005 Advertising Campaign
Ethnic Media Briefings
Where We Are Now
2006-2007 Outlook and Proposal
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HOW TO REACH US
New America Media275 Ninth Street San Francisco, CA 9410�415.50�.4170 tel415.50�.0970 faxwww.newamericamedia.org
Table of Contents
Ethnic media, Kaiser Permanente and American Cancer Society representatives at a briefing on Kaiser’s “Everyday Choices For A Healthier Life” campaign on Sept. 21, 2005.
Dr. Michael Okimura talks to ethnic media reporters at a roundtable on obesity in Sacramento on August 26, 2005.
Kaiser Permanente National Media Relations Director Beverly Hayon on a panel, “Crossing the Language Divide to Effective Health Care“ at NAM’s New York EXPO in 2005.
2005 and Mid-Year 2006 Report | 5Prepared by New America Media
In the fall of 2005, Kaiser Permanente (KP) and New America Media (NAM) launched the advertising campaign component of their ethnic media health campaign in 154 publications across California. This ad-buy was the one-and-a-half year mark of the project’s health advice column written by Kaiser physicians, “A Doctor’s Word.” The column has
run in an average of 27 media each month reaching African American, Chinese, Filipino, Korean, Latino and Vietnamese communities.
The campaign’s success lies in the continued participation of ethnic media and the evident commitment of ethnic media editorial and advertising directors to bringing quality health care information to their readers. At the creation of the project, NAM’s goals were to use the column as a tool to build capacity in the media to cover health concerns and build visibility of the leadership role Kaiser has taken among health care providers in communicating with ethnic Californians.
This report gives an overview of the project to date, and also proposes expanding the project to include media beyond California in key cities where Kaiser has a presence.
Introduction
Kaiser Permanente’s booth at the NCM EXPO 2003 in San Francisco, Calif. Kaiser Permanente’s booth at the NCM EXPO 2004 in Fresno, Calif.
6 | 2005 and Mid-Year 2006 Report
2005 and 2006 Mid-Year Report
NAM Goes Nationwide – Raising Kaiser Permanente’s Visibility Among National Ethnic MediaIn January 2006, New California Media became New America Media, and launched as a national network and collaboration of ethnic media.
NAM’s transformation from a statewide organization to a national one began with the New York Ethnic Media EXPO in June 2005. The EXPO was an unprecedented success -- more than 100 ethnic and youth media staging exhibits representing 12 states and the District of Columbia and 140+ speakers led and participated in 22 workshops, roundtables and breakfast sessions.
At the EXPO, NAM positioned KP as a leader among health care providers in the exhibition hall and at the day’s healthcare workshop, “Crossing the Language Divide to Effective Health Care.” At the session, KP’s National Director of Media Relations Beverly Hayon and Amardeep Gupta, Managing Editor of Siliconeer, a monthly magazine for South Asians based out of California’s Silicon Valley, presented Kaiser’s partnership with ethnic media for “A Doctor’s Word.” Presenters included Dennis Hunt of The California Endowment and Ben Vue of Associated Media / Hmong Community Radio, Kenneth Lo from the New York City Department of Health and Mental Hygiene, Jose Sosa of Johnson & Johnson and Khalil Abdullah from SHIRE.
“Crossing the Language Divide to Effective Health Care” panelists: Beverly Hayon, Kaiser Permanente; Jose Sosa, Johnson & Johnson; Khalil Abdullah, SHIRE; Kenneth Lo, New York City Dept. of Health and Mental Hygiene; Amardeep Gupta, Siliconeer; and Ben Vue, Associated Media/Hmong Community Radio.
Sandip Roy and Sandy Close toast at the official announcment of New America Media’s name change (from New Califonria Media) at the San Jose Awards on January 26, 2006.
Beverly Hayon presenting Corina Knoll of KoreAm Journal with an award at the San Jose Awards Ceremony.
The banquet hall at The Fairmont Hotel in San Jose.
2005 and Mid-Year 2006 Report | 7Prepared by New America Media
2005 and 2006 Mid-Year Report
“A Doctor’s Word” Health Advice Column for Ethnic MediaFrom June 2004 through July 2006, NAM produced 2� “A Doctor’s Word” columns in five languages with the participation of 12 KP physicians. Forty-nine total ethnic media news outlets participate in the project with an average of 27 media running the column each month.
The objective of the column was to build a greater capacity for ethnic media to cover health issues, bring quality health information to diverse audiences and give Kaiser broader visibility as a leader in health care and health care communications. The enthusiasm on the part of the doctors -- who have taken time out of their busy work schedules to write their stories -- has been overwhelming.
KP doctors are eager to take an active role in filling the information gap with culturally relevant health information.
The columns are complemented by a series of roundtables at which Kaiser Physicians and representatives from the ethnic media meet and participate in a mutual exchange of ideas and information. These events build the capacity of ethnic media reporters to cover health care and offer KP doctors an opportunity to communicate directly with the media representing their communities and the communities they serve.
8 | 2005 and Mid-Year 2006 Report
2005 and 2006 Mid-Year Report
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Dr. Steve Black is co-direc-tor of the Kaiser Perma-nente Vaccine Research Center and Research Scien-tist at tbe Oakland offices and an Associate Clinical Professor at UCSF.
Dr. Guillermo Mendoza is Chief of Allergy at Kaiser Permanente’s Napa/Solano offices
Dr. Christensen is Medical Director of Kaiser Per-manente Internet Ser-vices Group at the Martinez Medical Offices.
Dr. Gonzalo Garretòn spe-cializes in Pelvic Surgery, Obstetrics and Gynecology at the Kaiser Permanente Medical Center in Harbor City.
Dr. Deborah Gould is chief of pediatrics at Kaiser Permanente Medical Center in Oakland California.
Dr. Dan Huynh is the Division Chief of General Internal Medicine at Kaiser Permanente in Orange County.
Dr. Kai Ing in an internal medicine doctor at Kaiser Permanente San Francisco.
Dr. Mubasher Rana is in the Chief of Nephrology at the Kaiser Permanente Walnut Creek Medical Center
Dr. Arnel Reyes is a physi-cian at Kaiser Permanente’s Department of Family Practice Glendale Clinic.
Dr. Marlena Tang is an emergency room physician at Kaiser Permanente San Francisco. She is also a pad-dler for the Kaiser Perman-ente dragon boat team.
Dr. Thuan L. Tran is a family physician at the Indian Hill Medical Office of the South-ern California Permanente Medical Group.
Current Physician WritersDr. Dewey Woo is Chief of Pediatrics at the San Francisco Kaiser Perman-ente Medical Center and an Associate Clinical Professor at UCSF.
Dr. Tat Lam is a family phy-sician at Kaiser Perman-ente’s Bilingual Chinese Service at Montebello and Chair of Communications of the Asian Pacific Ameri-can Network.
2005 and Mid-Year 2006 Report | 9Prepared by New America Media
2005 and 2006 Mid-Year Report
Month Released Column Title Doctor
Jun-04 Ask Your Doctor About BMI Deborah Gould
Jul-04 Health Seekers: Web Surfers Beware Kate Christensen
Aug-04 Diabetes (general focus) Arnel Reyes
Diabetes (Filipino focus) Arnel Reyes
Sep-04 As Your Doctor About TB (general focus) Arnel Reyes
As Your Doctor About TB (Filipino focus) Arnel Reyes
Oct-04 Healthy Habits for Flu Season Steve Black
Dec-04 Pregnancy 101 Gonzalo Garretón
Jan-05 Healthy Resolutions for the New Year Tat Lam
Feb-05 All About Balance: Living with Diabetes Tat Lam
Mar-05 When You Can’t Stop Sneezing… Guillermo Mendoza
Apr-05 Cleaning out the Medicine Cabinet Deborah Gould
May-05 Summer Safety Dewey Woo
Jun-05 Much More than “The Blues” (topic: depression) Thuan L. Tran
Jul-05 What to Expect at the Hospital Dan Huynh
Aug-05 Dragon Boating: A 2,000-Year-Old Sport is Redefining Exercise
Marlena Tang
Sep-05 Don’t Wait! Talk to your Doctor about Cancer Screening
Tat Lam
Oct-05 Don’t Fear the Thanksgiving Turkey (topic: bird flu) Thuan L. Tran
Nov-05 Steps toward a Heart Healthy Life Dan Huynh
Feb-06 Keep the Soul, Cut the Fat (African American focus) Deborah Gould
Keep the Soul, Cut the Fat (general focus) Deborah Gould
Lucky 8: Eight Easy Changes to a Healthier Diet, Chinese Style
Kai Ing
Mar-06 When it Comes to Your Health, Be Aggressive Thuan L. Tran
Apr-06 Three Checklists: Keep Track of Your Health Arnel Reyes
May-06 Bedtime Routines that Beat Insomnia Deborah Gould
Jun-06 Healthy Snacks for Summertime Arnel Reyes, Mubasher Rana, Thuan Tran, Tat Lam, Gonzalo Garretón
Jul-06 Cervical Cancer: A Preventable and Treatable Disease
Dan Huynh
Columns to Date
10 | 2005 and Mid-Year 2006 Report
Outcomes
Fall 2005 Advertising CampaignWith NAM, KP launched a customized media campaign to bring Kaiser’s “thrive” message to ethnic communities through in-language and culturally appropriate advertising for ethnic media. The campaign targeted 17 ethnicities – African American, Arab, Armenian, Asian Indian, Cambodian, Chinese, Filipino, Iranian, Japanese, Korean, Latino, Pakistani, Pan Asian, Portuguese, Russian, Thai and Vietnamese.
The ad created by NAM’s advertising creative team featured pomegranate, mangosteen, durian, rambutan, starfruit, ginger, bitterroot and plantain -- highlighting health benefits of the favorite fruits and vegetables of different cultures. The ad was transcreated and published in 1� languages: Arabic, Armenian, Asian Indian, Chinese, Japanese, Khmer, Korean, Portuguese, Punjabi, Russian, Spanish, Thai and Vietnamese. The ads ran statewide in 154 print publications from November 2005 through March 2006.
2005 and Mid-Year 2006 Report | 11Prepared by New America Media
2005 and 2006 Mid-Year Report
Publication Location Circ. Audience
Black Voice News Southern California 8,500 African American
Family Health Guide Southern California 50,000 African American
Inland Valley News Southern California 15,000 African American
L.A. Watts Times Southern California 25,000 African American
LA Focus Southern California �0,000 African American
Los Angeles Sentinel Southern California 18,664 African American
Metro Reporter Northern California 111,117 African American
Mother Wit California 5,000 African American
Oakland Post Northern California �0,000 African American
Our Weekly Southern California 50,000 African American
Precinct Reporter Northern California 55,000 African American
Sacramento Observer Northern California 49,677 African American
San Francisco Bayview Northern California 20,000 African American
San Francisco Post Northern California 18,000 African American
Sun Reporter Northern California 10,81� African American
The California Advocate Central California 52,01� African American
Wave Newspaper Southern California 150,000 African American
Westside Story News Southern Californa 5,000 African American
Al Enteshar Al Arabi Southern California 20,000 Arab American
An-Nahar / Eterna Publishing Southern California 20,000 Arab American
Arab American Affairs Southern California 5,000 Arab American
Arab American Business National 10,000 Arab American
Arab World News (Orange County)
Southern California 20,000 Arab American
Beirut Times Southern California 20,000 Arab American
Asbarez Daily Southern California 8,000 Armenian
Publication Location Circ. Audience
USA Armenian Life Southern California 15,000 Armenian
Brazil Explore Magazine National 45,000 Brazilian
Brazil Pacific Times Southern California 10,000 Brazilian
Angkor Borei News Southern California 12,�00 Cambodian
Serey Pheap Southern California 20,000 Cambodian
China Press LA Southern California �0,000 Chinese
China Press SF Northern California �0,000 Chinese
Chinese Daily News Southern California 100,000 Chinese
Chinese L.A. Daily News Southern California 50,000 Chinese
Chinese Times Northern California 15,000 Chinese
EDI Magazine Southern California 50,000 Chinese
Epoch Times Northern California �2,000 Chinese
International Daily News Los Angeles
Southern California 40,000 Chinese
International Daily News San Francisco
Northern California 20,000 Chinese
Ming Pao News Northern California 10,000 Chinese
Sing Tao Daily News Los Angeles Southern California �0,000 Chinese
Sing Tao Daily News San Francisco
Northern California 65,000 Chinese
We Chinese Southern California 5,000 Chinese
World Journal Northern California 66,700 Chinese
Ang Peryodico Southern California �0,000 Filipino
Asian Journal Los Angeles Southern California 70,000 Filipino
Asian Journal San Francisco Northern California 25,000 Filipino
Balita USA Southern California 100,000 Filipino
California Examiner Southern California 45,000 Filipino
California Journal Southern California 25,000 Filipino
Diaryo Pilipino Southern California 40,000 Filipino
Fil-Am Herald Northern California 10,000 Filipino
Filipinas Northern California �0,000 Filipino
Filipino Insider Northern California �0,000 Filipino
Filipino Press Southern California 26,000 Filipino
Manila Bulletin Northern California 29,018 Filipino
Manila Mail Northern California 18,000 Filipino
Manila US Times Southern California 25,000 Filipino
Philippine Mabuhay News Southern California �0,000 Filipino
Philippine News Los Angeles Southern California 40,500 Filipino
Philippine News San Francisco Northern California 40,000 Filipino
Pilipino Enquirer Southern California 20,000 Filipino
Pinoy Today Northern California 40,000 Filipino
Taliba Southern California 15,000 Filipino
49 Participating Ethnic Media: Total Circulation of 5,775,285 Californians
12 | 2005 and Mid-Year 2006 Report
2005 and 2006 Mid-Year Report
Publication Location Circ. Audience
The Filipino Guardian Northern California 18,000 Filipino
Javanan Southern California 20,000 Iranian
Pezhvak of Persia Northern California 14,000 Iranian
Hokubei Mainichi Northern California �7,500 Japanese
Nichi Bei Times Northern California 8,000 Japanese
Nikkei West Northern California 7,500 Japanese
Pacific Citizen Southern California �0,000 Japanese
Rafu Shimpo Southern California 22,000 Japanese
Korea Central Daily Northern California 25,000 Korean
Korea Daily Los Angeles Southern California 48,000 Korean
Korea Times Los Angeles Southern California 64,000 Korean
Korea Times San Francisco Northern California 19,000 Korean
KoreAm Journal Southern California 65,000 Korean
Korean Daily Sports Seoul Southern California 40,000 Korean
Korean Newsweek Northern California 20,000 Korean
Korean Sunday News Southern California 48,000 Korean
Alianza Metropolitan News Northern California 40,000 Latino
Eastern Group Publications Southern California 10�,451 Latino
El Bohemio News Northern California 47,1�5 Latino
El Desierto Southern California 20,000 Latino
El Hispano Northern California 15,000 Latino
El Informador Southern California �7,000 Latino
El Latino San Diego Southern California 64,957 Latino
El Latino San Francisco Northern California 40,000 Latino
El Mensajero Northern California 150,000 Latino
El Mexicalo Central California 15,000 Latino
El Observador Northern California 76,000 Latino
El Popular Central California 24,000 Latino
El Sol Del Valle Imperial Southern California 6,000 Latino
El Sol Riverside Southern California 15,000 Latino
El Sol San Diego Southern California 20,000 Latino
El Sol Visalia Central California 12,500 Latino
El Tecolote Northern California 10,000 Latino
El Tiempo Central California 5,000 Latino
Enlace Southern California 85,000 Latino
Excelsior Southern California 48,�51 Latino
Familia Latina Southern California 200,000 Latino
Farandula Southern California 45,000 Latino
Hispanos Unidos Southern California 26,000 Latino
Hoy Southern California 200,000 Latino
Impacto USA Southern California 250,000 Latino
La Oferta Review Northern California 102,705 Latino
Publication Location Circ. Audience
La Opinion Southern California 128,494 Latino
La Prensa Columbiana Southern California 25,000 Latino
La Prensa Riverside Southern California 46,500 Latino
La Prensa San Diego Southern California �0,000 Latino
La Voz de Pomona Southern California 15,000 Latino
Latino Americanos Southern California 12,000 Latino
Latino Times Northern and Central California
4,000 Latino
Mundo LA Southern California 540,000 Latino
News en Espanol Central California 17,0�8 Latino
Para Ti Mujer Northern California 26,000 Latino
Vida en Valle Central California �2,846 Latino
Pakistan Link Southern California 25,000 Pakistani
APA News and Review Northern California 20,000 Pan Asian
Asia: The Journal of Culture and Commerce
Southern California 20,000 Pan Asian
Asian Week Northern California 50,000 Pan Asian
Hyphen California 15,000 Pan Asian
Los Angeles Garment & Citizen Southern California 10,000 Pan Ethnic
Portuguese American Chronicle Central California 6,000 Portuguese
Afisha Northern California 10,000 Russian
Kstati Northern California 9,000 Russian
Panorama Southern California 46,000 Russian
Ajit Punjabi National 15,000 South Asian
American Punjabi Tribune Southern California 10,000 South Asian
India Currents Southern California ��,006 South Asian
India Journal Northern California 21,000 South Asian
India Post Northern California 20,000 South Asian
India West Northern California �0,000 South Asian
Siliconeer Northern California 20,000 South Asian
Inter Thai Pacific Rim News Southern California 10,000 Thai
Khao Sod California 15,000 Thai
Siam Chronicle Southern California 20,000 Thai
Siam Media Southern California 12,000 Thai
Audrey California 10,000 Vietnamese
BN Magazine Northern California 20,000 Vietnamese
Cali Today Northern California �4,000 Vietnamese
Nguoi Tu Do Southern California 10,000 Vietnamese
Nguoi Viet Daily News Southern California 1�,000 Vietnamese
Nha Northern California 10,000 Vietnamese
Thoi Luan California �5,000 Vietnamese
Viet Bao Daily Southern California 25,000 Vietnamese
Vietnam Daily News Northern California 14,000 Vietnamese
2005 and Mid-Year 2006 Report | 1�Prepared by New America Media
2005 and 2006 Mid-Year Report
Shanna White of DeBug, Elena Robles of La Oferta and Gail Berkley of The Post NewspaperGroup.
Ethnic media attendees:Mizgon Zahir, Afghan JournalVi Nguyen, CaliTodayElena Shore, El BohemioEmily Hyman, El MensajeroSarita Sarvate, India CurrentsElaine Shen, International Daily NewsJanna Sundeyena, KstatiElena Robles, La OfertaPha Lo, NCM/KRON-4Cathy Zhang, New Tang DynastyEdward Shih, NTD TVSoheila Lighvani, PezhvakGail Berkley, Post Newspaper GroupShana White, Silicon Valley DeBugAndy Asvakovith, Thai Press ClubDiane Liu, The China PressKyungsook Lee, The Korea DailyKai Ping Liu, The World JournalNancy Kao, The World Journal
KP representatives and other health experts in attendance:Dr. Ruth Shaber, Director of Women’s Health for Northern CaliforniaDr. Jan Herr, Clinical Leader for Mid-Life Women’s Health for Northern CaliforniaYvonne Lee, health reporter, NCM-Chinese language media editor, consultant for the Asian Pacific Islander American Health Forum, and Human Rights Commission Appointee under former President Clinton’s administrationBeverly Hayon, Senior Media Consultant, National Media Relations, Kaiser PermanenteAlix Sabin, Public Affairs Manager, Kaiser Permanente
NCM Health Fellows, ethnic media reporters and two women’s health experts from Kaiser at the Women’s Health Roundtable on June 24, 2004 in San Francisco.
Ethnic Media BriefingsNAM has hosted four ethnic media briefings and roundtables with KP -- in Los Angeles, Sacramento and two in San Francisco. Future events in the planning stages are a roundtable on fertility at the Fremont Fertility Clinic and a roundtable in Washington, DC.
June 24, 2006, San FranciscoWomen’s Health RoundtableReporters from Bay Area ethnic media met with physicians from Kaiser Permanente to discuss women’s health issues at a roundtable dinner hosted by NAM and Kaiser. Topics discussed included health insurance, HPV tests and regular pap smear exams, emergency contraception, culturally appropriate health care and access to services.
14 | 2005 and Mid-Year 2006 Report
2005 and 2006 Mid-Year Report
October 5, 2004, Los AngelesDiversity & Disparities in Health CareKeynoted by KP Brand Strategy & Management Senior Vice President Bernard Tyson, this roundtable focused on KP’s strategies in bringing diversity to its staff and tackling disparities in health care.
August 26, 2005, SacramentoEthnic Media Roundtable on ObesityDoctors speak on the impact of obesity in the African America, Asian and Latino communities and how this epidemic leads to health disparities in these communities.
KP representatives and other health experts in attendance:Beverly Hayon, Senior Media Consultant, National Media Relations, Kaiser PermanenteSocorro Serrano, Southern California News Bureau, Kaiser PermanenteBernard J. Tyson, Senior Vice President, Brand Strategy & Management, Kaiser PermanenteNilda Chong, MD, Institute for Culturally Competent Care Director, Kaiser PermanenteGayle Tang, National Linguistic & Cultural Programs Director, Kaiser PermanenteDr. Gonzalo Garretón, Pelvic Surgery, Obstetrics and Gynecology specialist at the Kaiser Permanente Medical Center in Harbor CityDr. Tat Lam, family physician at the Bilingual Chinese Service at Kaiser Permanente Los Angeles and Chair of Communications at Kaiser’s Asian Pacific American Network
Ethnic media attendees:Jerry Sullivan, Los Angeles Garment and CitizenBernard Lloyd, The Los Angeles SentinelRuben Maciel, Latino Publications, Inc.Jonathan Sanchez, Eastern Group PublicationsDr. Eliz Dowdy, Precinct ReporterMrs. Kim, The Korea DailyJackie Chan, Chinese Daily News
KP representatives and other health experts in attendance:Beverly Hayon, Senior Media Consultant, National Media Relations, Kaiser PermanenteRichard Harr, MD, Assistant Chief of Adult Medicine, Roseville, and Physician Lead for Chronic Condition Management, North Valley Nancy Torres, MD, Pediatrics, Sierra Gardens Michael Okimura, MD, Endocrinology, MorseLily Fernandez-Thiede, Clinical Health Educator Assistant Manager, Chronic Conditions Management
Ethnic media attendees:Jane Kim, The Korea TimesNancy Zarenda, Latino JournalAudrea Williams, Mother Wit MagazinePablo Ibañze and Carolina Rojas-Gore, UnivisiónVicki Beaton, The World JournalDennis Lee, ASIA
Ethnic media reporters at the roundtable on obesity in Sacramento.
Dr. Michael Okimura and other Kaiser physicians at the roundtable discussion.
2005 and Mid-Year 2006 Report | 15Prepared by New America Media
2005 and 2006 Mid-Year Report
NAM’s commitment to its partnership with KP extends beyond the formal projects. NAM has sent KP press releases to its network and brought media together for other KP campaigns.
September 21, 2005, San FranciscoEveryday Choices For A Healthier Life, Northern California CampaignNCM hosted a press conference for Bay Area ethnic media announcing Kaiser Permanente’s partnership with the American Cancer Society, the American Diabetes Association and the American Heart Association. The press conference kicked-off of Kaiser’s media campaign with Univisión targeting Latinas called, “Everyday Choices for a Healthier Life.”
KP representatives and other health presenters:Beverly Hayon, Senior Media Consultant, National Media Relations, Kaiser PermanenteMarynieves Diaz-Mendez, American Cancer Society spokesperson and Outreach Coordinator for the UC-San Francisco Center for Aging in Diverse CommunitiesMichelle Torres, M.D., American Heart Association spokesperson, Centro de Salud, Kaiser Permanente San FranciscoRafael Gonzalez-Amezcua, M.D., American Diabetes Association spokesperson and Physician at On Lok SeniorHealth
Ethnic media attendees:Rosalina Contreras-Rosado, El Bohemio NewsCatalina Hayes-Bautista, YO! Youth OutlookEmily Hymen, El Mensajero
16 | 2005 and Mid-Year 2006 Report
2005 and 2006 Mid-Year Report
Press Release
Sep 28, 2005
NEW HEALTH CAMPAIGN TARGETS LATINA WOMEN
A new Spanish-language public education campaign is aimed at Latina women to help them make everydaychoices that can dramatically improve their health and the health of their community. The campaign, called
Viva Bien, was launched in June by Kaiser Permanente, the American Cancer Society, the American Diabetes
Association, and the American Heart Association.
“Latina women are the heart and center of families,” said Beverly Hayon, senior media consultant for Kaiser
Permanente. “They have the power to change their families’ health habits,” she said.
Many Latinas are so pre-occupied with taking care of their families that they don’t pay enough attention to their
own health, she said. The ads encourage women to eat healthy, exercise regularly, stop smoking and take
time for themselves in order to reduce stress.
“There are four killers out on the streets: cancer, diabetes, heart disease and strokes,” said Marynieves Diaz-
Mendez of the American Cancer Society. “We are uniting to defeat these killers that are attacking our
community.”
Nearly one third of all deaths among Latina women are caused by heart disease and strokes, according to
Rafael Gonzalez-Amezcua, spokesperson for the American Diabetes Association. Diabetes is twice ascommon among Latinos, especially Mexican Americans and Puerto Ricans, than among non-Hispanic whites,
he said. Like other immigrants, many Latinos change their lifestyle habits after moving to America – and pick
up some unhealthy habits that have negative effects on their health.
Latino immigrants eat more high-cholesterol fast food and exercise less when they move to the United States,
increasingly the likelihood of heart disease and diabetes. Smoking is also on the rise among Latina women in
the United States, who smoke cigarettes in larger numbers than women in their native countries – partly aresult of American cultural influences that glamorize smoking.
The ads, which will air on Univisión, feature Latino families making healthy lifestyle choices like taking a walk inthe park, planting tomatoes with their kids, buying fruits and vegetables at the market, and going for a run.
The producers showed the advertisements to a focus group of Latina women, whose response to the ads were“overwhelmingly positive,” said Toni Casal, who produced the ads and directs multimedia communications for
Kaiser Permanente.
The commercials had an immediate effect on the focus group, said Casal. “The women came into the meetingcarrying bottles of soda, but after watching a few of the advertisements, they put down their sodas and asked
for a pitcher of water!” she said.
The two-year ad campaign will run through June 2007 on Univisión stations.
For more information about how to make everyday choices for a healthier life, go to www.everydaychoices.org
or call 866-399-6789. Para información en español sobre cómo hacer elecciones diarias para una vida mássana, visite al www.escogelasalud.org o llame al 866-399-6789.
2005 and Mid-Year 2006 Report | 17Prepared by New America Media
2005 and 2006 Mid-Year Report
Where We Are Now
Overview
Participation in and enthusiasm for “A Doctor’s Word” remains high and is growing. An average of 27 ethnic media outlets run the column each month, with a total of 49 ethnic media that have participated.
The current rate of $0.25 per word is far below market rates, and media have from the start of the campaign expressed that they are running the column on “good faith” that it will build future advertising projects with KP.
The highest levels of participation overall occurred during the advertising campaign, which began in November 2005. Participation dropped at the close of the campaign in March 2006, but has since been rising steadily. These patterns show that media are committed to bringing quality health information to their readers. To continue this success, it is important that Kaiser Permanente renew its commitment to offering its health messaging to ethnic communities by offering more competitive rates to ethnic media for its advertorial content.
Expenditures
The terms of the current agreement with Kaiser Permanente entitle NAM to a flat $250 fee for each translation, 40 hours of billable labor per month and $0.�0 per word on each column. NAM pays the media $0.25 per word, and $0.05 covers NAM’s editing costs. KP’s cost per reader is less than one ($0.01) cent, a low-cost investment with great impact.
Of KP’s expenditures on “A Doctor’s Word” the greatest percent goes to the ethnic media, which serves both NAM’s goal of bringing resources to this media sector and KP’s goal of bringing its messaging to these communities.
18 | 2005 and Mid-Year 2006 Report
NAM is committed to building on the success of the “Doctor’s Word” project and continuing its work with Kaiser Permanente to grow the editorial project and plan future advertising initiatives.
Project Goals for 2007
1. Maintain and grow ethnic media’s interest in Kaiser Permanente’s health initiatives2. Compensate media equitably across ethnicities�. Compensate media for the space they offer to KP visibility
To attain these goals we suggest the following steps:
1. Kaiser Permanente at the first National Ethnic Media Awards in Washington, DC
NAM is holding our first national ethnic media Awards program in Washington, DC on November 14, 2006. We invited Kaiser Permanente to participate as a key sponsor and presenter at the Ceremony. By partnering with university and college level journalism programs to build local networks of ethnic media, NAM’s network of ethnic media partners is expanding across the country. We propose to start bringing “A Doctor’s Word” to ethnic media in key cities where KP has a presence in 2007.
The First National Ethnic Media Awards
www.newamericamedia.org/awards
New America Media Awards
November14, 2006
“This is the year of ethnic media.” –USA Today, April 7, 2006
The Mayflower Hotel1127 Connecticut Avenue NWWashington, D.C. 20036
2006-2007 Outlook and Proposal
2005 and Mid-Year 2006 Report | 19Prepared by New America Media
2. Ethnic Media Health Roundtables
NAM proposes Kaiser Permanente host health roundtables with ethnic media in Washington, DC and Baltimore in the latter part of 2006 -- building the energy garnered from the NAM Awards in DC on Nov. 14 -- to introduce a similar program. NAM will rollout a plan for bringing “A Doctor’s Word” to key cities where Kaiser Permanente has a presence in 2007, starting with areas where NAM is building local hubs of ethnic media through partnerships with journalism programs and growing the project from there.
We also propose continuing the California roundtable series, starting with the briefing on fertility at the Fremont Fertility Clinic in the fall and building on the current team of physician writers to bring more specialties and ethnicities to the project.
HAWAII
Washington D.C.
Boston, MA
Boulder, CO
Detroit, MI
Houston, TX Miami, FL
St. Paul, MN
San Francisco, CA
Fresno, CA
Los Angeles, CA
Seattle, WA
Atlanta, GA
Chicago, Il
Columbia, MO
New York, NY
Denver, CO
Baltimore, MDCleveland, OH
Colorado Springs, CO
Honolulu, HI
Portland, OR
Lawrence, KS
Key cities where NAM is building a local ethnic media network through partnerships with university/college journalism programs
Key cities where Kaiser Permanente health services are available
Baton Rouge, LA
2006-2007 Outlook and Proposal
20 | 2005 and Mid-Year 2006 Report
3. Update Rates to Reflect the Market
NAM and KP have discussed the need to increase rates to fairly compensate ethnic media for the monthly space they dedicate to the “Doctor’s Word” project. The rates determined in 2004 at the start of the project are below market rates because the column was part of an advertising campaign package and also because these media outlets are loyal NAM partners. In order to rollout a national project, it’s important that we offer competitive market rates for media running the column. Offering fair and competitive rates would enable NAM to build Kaiser Permanente’s national visibility via ethnic media networks and make it economical for more ethnic media in California to publish the column each month.
On average, the columns are close in size to a quarter page ad. After analyzing quarter page ad rates for each ethnic media market, NAM proposes the following payment structure: • $0.75 per in-language word for each column, $0.65 of which goes to media and $0.10 goes to NAM for increased outreach and communications to ethnic media with the national rollout• NAM fees for coordination would remain the same, at 25 hours per week, $40 per hour • Translation fees would remain at $250 per language
2006-2007 Outlook and Proposal
