The U.S. Department of Health and the Ad Council have teamed up in a joint effort aimed at getting Hispanics to become more involved in their healthcare. The campaign is titled the “Superhéroes Campaign”, and uses the strong Latino family ties to encourage Hispanics to stay healthy for their loved ones.

The facts:

Hispanics are 38 percent less likely than non-Hispanics to have visited the doctor within the past year.

25% of U.S. Hispanics have never had their cholesterol checked.

66% of Hispanics over 50 have never had a colonoscopy.

54% of Hispanic women over 40 have not had a mammogram in the past year.

1/3 of U.S. Hispanics do not have health insurance.
Source: Agency for Healthcare Research and Quality (AHRQ)

According to the AHRQ, the low rate of coverage for U.S. Hispanics is compounded by linguistic and cultural barriers that keep them from accessing much needed healthcare. The new campaign features everyday mothers and fathers whose children see them as superheroes and encourages Hispanic adults to be more involved in their health care, especially preventive care.

Related Articles:

Health is wealth: Hispanic Women’s Health Magazines Gain Traction(September, 2007)

Hispanic Health Advertising: Lots of promises but will they be realized?(Feb. 2008)

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Portada Staff

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