Reaching out to the state’s growing Latino population, the Foundation launched the Ana Maria Campaign, North Carolina’s first public health education campaign developed solely for Latinos by Latinos. The Foundation developed a variety of culturally and linguistically appropriate health resource materials and media for women and men. By conducting qualitative research and maintaining partnerships with community groups that work directly with Latino families the Foundation stayed current on the needs of the Latino community while serving as a resource for non-Latino providers and organizations wanting to reach out to the Latino community.Several strategies were in place to improve the health of Latinas and their families:

This campaign focused on increasing awareness among Latinas about infant mortality and women’s health, increasing the use of the then NC Family Health Resource Line and educating about the importance of child health insurance. Health education materials and media telling the story of Ana María and her family were developed on the topics of folic acid consumption, infant safe sleep and child health insurance.

Spanish-language Educational Materials – development of culturally and linguistically appropriate health educational materials and messages was and is the most effective way to raise awareness of resources, health services and positive lifestyle behaviors among Latinas.

Partnerships and Community Outreach

Hablando Lo Prohibido (Speaking the Forbidden)

Part of the North Carolina Reproductive Justice Coalition, the Foundation was involved in planning and presenting at this Spanish-language conference which reached over 100 members of the Latino community with information about sexual health, mental health and human rights in Chapel Hill.

Reproductive Health Training for Promotoras

In partnership with El Pueblo Inc. and Wake County Human Services, lay health advisors (promotoras) in Wake County received training on a range of reproductive health topics.

Child Car Safety Seat Campaign

A State Farm Insurance Good Neighbor Citizenship grant allowed the Foundation to donate 100 child car seats to Latino families in Durham and Raleigh. With the help of our partners El Pueblo Inc. and La Ley 96.9 FM (a Spanish language radio station), four live remote events were held. The seats were raffled, installed in the families’ cars by trained bilingual technicians and families were trained on the proper use.

Safe Fish Consumption Project

In collaboration with Duke University and the N.C. Division of Public Health, the Foundation conducted interviews and focus groups and developed a brochure about safe fish consumption for pregnant and postpartum Latina women. These brochures were distributed by WIC clinics across the state. In addition, three one-minute videos and one half-hour public affairs show were developed and aired on the Spanish language stations Univision and Telefutura in the Raleigh/Durham television market.

Qualitative Research and Recommendations

In collaboration with the N.C. Division of Public Health, Women’s and Children’s Health Section, the Foundation has conducted qualitative research in a variety of health areas and provided recommendations to improve health services to Latinos.


Radio and television are the preferred method of communication for many Latinos and the Foundation has responded by developing PSAs, short videos, and even a radio-novela (radio story) to deliver important health messages. Foundation staff worked closely with the Spanish language media outlets.