Process evaluation and participatory methods in an obesity-prevention media campaign for Mexican Americans

To address obesity and related morbidities, community-based participatory research (CBPR) strategies were employed to design and evaluate a Spanish-language media campaign promoting physical activity and healthful food choices among Mexican Americans. Process evaluation including content analyses on types and focus of media messages was conducted. Focus groups assessed appeal and trustworthiness of messages. All media campaign products featured role models and experts. Campaign messages primarily (91%) appeared in TV morning show segments. Newsletters presented individual and family role model stories. A majority of newsletters (68%) were distributed through churches and "promotora" outreach efforts. CBPR lends itself to the selection and tailoring of evidence-based media campaigns. Moreover, CBPR guidance resulted in media messages that were credible and appealing to audience. Process evaluation strategies that gather information from the community provide solid evidence for how to modify the campaign to best meet audience expectations.