Spanish-Language Community Radio as a Resource for Health Promotion Campaigns Targeted to Farmworkers and Recent Immigrants

This report describes findings from recent audience research on the impact of health promotion campaigns conducted by Radio Bilingue, a Spanish-language community public radio network. The discussion includes estimates of audience size and analysis of the station’s ability to reach the population targeted in the health promotion campaigns: low-literate farmworkers, recent immigrants, and the parents of pre-school age children. The authors conclude that station identity and communication style play a crucial role in catalyzing listeners’ discussion of health topics with family members, friends, neighbors, and co-workers. This, in turn, has important implications for developing health promotion strategies and designing media campaigns directed to Latino immigrant populations.