Overweight - Pennsylvania Health Leaders Partner On Unique Latino Health Initiative
08 Jun 2006
Congreso, a nationally recognized social service organization in Philadelphia, has joined forces with the Pennsylvania Medical Society to address the negative health impact of excessive body weight. Obesity, a national epidemic, has had a particularly harsh impact among the Latino population nationwide.
HeadsUp on Health(R) - Vanguardia de la Salud is designed to provide sponsoring brands and companies with a unique, multi-media marketing opportunity, while helping address a major health concern in the Latino population. The initiative is planned as a pilot in eastern Pennsylvania beginning in the fall of 2006. Plans also call for a roll out to top Latino markets nationwide beginning in 2007.
The Pennsylvania Medical Society has been a leader in the statewide effort to combat obesity and strongly endorses the program. “Today's obesity epidemic is having a severe impact on Latinos,” explained Mark A. Piasio, MD, President of the Pennsylvania Medical Society. “For example, according to the Centers for Disease Control and Prevention (CDC), 26 percent of U.S. Latina women are obese, compared to 20 percent of white women. Obesity-related diabetes and heart disease are claiming more and more Latino lives.”
The program, which is targeted at mothers and caregivers, aims to gradually introduce healthy, culturally acceptable dietary and lifestyle changes into Latino families.
The three goals of HeadsUp on Health(R) - Vanguardia de la Salud are to 1) raise awareness of the negative health impact of obesity, 2) offer simple advice on diet and exercise, and 3) identify Latinos who are at risk for diabetes and heart disease and direct them to get help.
The components of the pilot are
-- A culturally appropriate, healthy TV cooking show on Telemundo/Comcast, featuring a Latino host chef, guest chefs, medical professionals and dietary and exercise experts.
-- Two informative booklets to be distributed through supermarkets, bodegas, newspapers, physician offices, hospitals and Congreso during November 2006, American Diabetes Month, and February 2007, American Heart Month.
-- Body mass index and blood pressure screenings to be conducted by Congreso and participating clinics. Pending funding, lipid and glucose screenings will be added. At risk people will be directed to obtain medical care.
HeadsUp on Health(R) - Vanguardia de la Salud is planned to take place annually from November through February. The program is based on the national award-winning HeadsUp on Heart Disease(R), which was originated by Melk Communications, a Pennsylvania-based health care communications company.
Congreso and the Pennsylvania Medical Society are currently seeking sponsors and benefactors for this dynamic initiative.
This is an excellent opportunity for sponsoring brands to reach a wide Latino audience, while helping to promote health and wellness,” Nicholas Torres, President of Congreso, said. “With the support of food, pharmaceutical, financial services, health insurance providers and other sponsors, we can impact the well-being of America's fastest growing population,” he added.
Sponsorship packages include full-page ads in nearly 600,000 copies of each of the two booklets, 26-weeks of TV and more. All food sponsors will have their product featured in healthy recipes to appear in the booklets and on the healthy cooking show. The aim is to fund most of the program by July. “We welcome health friendly food and other brands that target Hispanics,” Nicholas Torres stressed. “This program is a win-win because it aims to generate product sales while helping the community.”
Pennsylvania Medical Society
Obesity in Latinos