September Partner Spotlight
Aug 25, 2011
Texas DPCP Develops Media Campaigns to Promote, Adapt NDEP Resources
From August 23 through September 12, 2010, the Texas Diabetes Prevention and Control Program (DPCP) adapted NDEP’s “Paso a Paso” diabetes prevention radio public service announcements (PSAs), which aired in Corpus Christi, Houston, Laredo, and the Lower Rio Grande Valley, Texas. The target audience—Hispanics/Latinos ages 25 to 54—heard the spots an average of nearly 12 times in Corpus Christi, more than seven times in Laredo and in the Lower Rio Grande Valley, and nearly 9 times in Houston, reaching an estimated 750,000 listeners.
In addition to radio, the Texas DPCP also utilized print media to extend the reach of NDEP’s campaigns, messages, and resources. A print PSA was placed in the diabetes issue of SmartSource magazine. Also, a coupon insert was placed in Sunday newspapers in Corpus Christi, Laredo, Brownsville/Lower Rio Grande Valley, and Galveston, with an estimated audience reach of nearly 5 million throughout the state. In addition, the Texas DPCP utilized NDEP’s diabetes prevention messages and print PSA artwork for a billboard in Laredo. The billboard directed viewers to a diabetes education program being held at Mercy Clinic.
For more information about these promotions, contact Richard Kropp at Richard.Kropp@dshs.state.tx.us.