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AHRQ and Ad Council Encourage Hispanics to Become More Involved in Their Health Care
Date:3/12/2008

New Spanish Ad Campaign Features "Superheroes" Theme

WASHINGTON, March 12 /PRNewswire-USNewswire/ -- The U.S. Department of Health and Human Services' Agency for Healthcare Research and Quality (AHRQ) joined with The Advertising Council today to launch a Spanish-language national public service campaign designed to encourage Hispanics to become more involved in their health care. The campaign urges Hispanics to stay healthy for their loved ones by visiting their doctor for regular screenings.

Hispanics are 38 percent less likely than non-Hispanics to have visited the doctor within the past year, according to the latest data from AHRQ. In addition, more than a quarter of Hispanic adults have never had their cholesterol checked, two-thirds of Hispanics over 50 have never had a colonoscopy, and nearly 54 percent of Hispanic women over 40 have not had a mammogram within the last year.

The fact that one-third of U.S. Hispanics are uninsured, along with linguistic and cultural barriers, plays a role in these disparities, as shown in AHRQ's recent National Healthcare Disparities Report. Studies have found that Hispanics often lag behind the general population in access to preventive care even when they are insured.

The new Spanish-language 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. Research has shown that people who are more involved in their health care tend to have better health outcomes. The new Superheroes campaign complements AHRQ's existing efforts that are geared toward helping patients become more involved in decisions regarding their medical treatment. As part of this ongoing effort, AHRQ and the Ad Council launched the "Questions are the Answer" campaign in March 2007.

The Superheroes campaign highlights the work of the AHRQ-sponsored U.S. Preventive Services Task Force,
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SOURCE Agency for Healthcare Research & Quality
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