Module 1 Aha's

Week 4:

I found the first module to be a great review as well as an effective means of providing a fresh perspective on the use of theory. I found the Theory at a Glance reading to be extremely useful. It is easy to overlook the numerous ways theory can, and should be applied. I have never used theory to create communication campaigns. Therefore, learning to do so in Module 1 has helped add depth and clarity to the already complex process of selecting a theory to assist in promoting a desired health behavior.

I was especially interested in reading Elder et al (2009). I enjoyed reading this article for several reasons. First, I have had several classes with Dr. Ayala. Dr. Ayala has discussed the importance of understanding acculturation and the multiple barriers Latino's face on several occasions. It was extremely fascinating to gain further insight into her area of expertise. Secondly, I was excited to read this article because so many key players in the SDSU GSPH co-authored it. This article did a great job of tying together multiple themes we have been exposed to in our studies as MPH students at SDSU.

Being based in San Diego, I think it is especially important to understand the Latino population. Elder et al (2009) was incredibly helpful in explaining the major barriers that the Latino community face. I was particularly interested in the fact that this population will tune in to messages that show how the family unit will be affected vs how the individuals would be affected. Prior to reading this article, I would have though it would be most effective to target individuals. I will definitely keep this article in the forefront of my mind when working with any specific culture in the future.

Finally, I found the Pinkbook to be an excellent resource as well. I think this reading will be especially helpful when designing our health messages. Page 70 has a great outline of how to break down and create a TV campaign. Between the Pinkbook and Chelsea's presentation on Vega and Roland (2005) I will attempt to keep in mind the necessary steps to create an effective media campaign for different regions. As Chelsea illustrated, each community will receive messages differently. It is imperative to pretest the messages to ensure they will be received well by each region.

In closing, the first module provided a great base for our upcoming projects. The major theme I took away from Module 1 is the importance of conducting extensive research on your target population. You must know the common language used by the population, acculturation, vibe of each target city (i.e. Chelsea's presentation), who does the population trust, what do the want to hear, etc. The only way for messages to make a large impact is to be as specific as possible.

Cody