***Buenos Dias, Artritis***

***(Good Morning Arthritis)***

**\~**

[Guide to Conducting a Health Communication Campaign to]{.smallcaps}

## [Reduce the Burden of Arthritis in the Hispanic Population]{.smallcaps}

**\~**

Presented by:

Centers for Disease Control and Prevention

September 29, 2006 -- September 2011

### 

#### **DEPARTMENT OF HEALTH AND HUMAN SERVICES** **Public Health Services**

> Centers for Disease Control and
>
> Prevention (CDC)
>
> Atlanta, GA 30314-3724

#### Dear Colleague: September 29, 2006

I am pleased to introduce *Buenos Dias, Artritis*, a campaign to promote
physical activity as a method of arthritis self-management for the
Spanish-speaking Hispanic population between the ages of 45 and 64.

Research shows that although the prevalence of arthritis among the
Hispanic population is less than that experienced by whites, higher
proportions of Hispanics report work limitations due to arthritis and
severe joint pain.

As you know, physical activity can have an important and beneficial
effect on arthritis pain and associated disability. Working together,
state arthritis programs and their partners, along with the Centers for
Disease Control and Prevention aim to encourage audience members to
begin or increase participation in moderate exercise. The campaign
promotion materials are designed to:

-   Raise awareness of physical activity as a way to manage arthritis
    pain and increase function

-   Increase understanding of how to use physical activity (types and
    duration) to ease arthritis symptoms and prevent further disability

-   Enhance the confidence or belief of persons with arthritis that they
    can be physically active

-   Increase trial of physical activity behaviors

#### 

The CDC has developed the information in this package to assist you in
disseminating the campaign. From September 2005-- January 2006, the
materials were pilot tested by five state health departments, and
information regarding their experiences has been included to improve
your results. You will find the following within the guide:

-   Tools to help you plan your campaign, including an audience profile

-   Information about placing public service announcements (PSAs) and
    buying radio airtime or print space

-   Specifications and technical information for localizing and
    reproducing print materials and radio advertisements

-   Suggestions for partnering with local Hispanic organizations that
    can help spread the message

-   An abbreviated Implementation Guide to assist your implementation
    partners

-   Compact disks (CDs) containing master copies of radio spots, print
    creative and both guides

I hope these materials will be useful to you in reaching the
Spanish-speaking Hispanic audience with arthritis.

Sincerely,

Teresa J. Brady, Ph.D.

Senior Behavioral Scientist

### Arthritis Program 

**Table of Contents**

**I. Background and Implementation Information** **Page**

-   Campaign Overview and Planning 5

-   The Role of Communication and Media Relations Tools 9

-   Demographic Information and Media Habits

of the Hispanic Population 10

-   Suggested Implementation Timeline 12

-   Ensuring PSA and Advertising Placement Effectiveness 13

-   Identifying Community Partnerships & Opportunities 17

## **II. Sample Campaign Materials Page**

-   Campaign Overview\* 27

-   Target Audience Profile 30

-   Print Creative Materials\* 33

-   Radio Creative Materials\* 56

-   Printing and Reproduction Specifications 65

## **III. Additional Resources Page**

-   Appendix A - Implementation Planning Worksheet\*

-   Appendix B - Sample Pitch Letter for Public Service Director\*

-   Appendix C - Sample Letter: Response to Public Inquiries\*

-   Appendix D - Sample Thank You Letter for Post Meeting\*

-   Appendix E - Sample Thank You Letter after Media Runs PSA\*

-   Appendix F - Newsletter Article\*

-   Appendix G - Resources Fact Sheet\*

-   Appendix H - Tracking Form

-   Appendix I - Template Web Site Copy\*

-   Appendix J - Hispanic Population by Largest U.S. Cities

-   Appendix K - Density of Hispanic Population by U.S. City

-   Appendix L - Frequently Asked Questions

-   Appendix M - Campaign Feedback Form

**IV. Step-by-Step Partner Implementation Guide**

### *\*Marked items are available in English and Spanish* 

### 

### 

### 

### 

### 

### 

### 

### Section 1

Background and Implementation Information

**Campaign Overview and Planning**

The Hispanic population is growing at a rate of 1.7% per year, making
them the nation's largest minority population. In fact, the U.S.
population now has more than 39.8 million Hispanics, and by 2050 the
Hispanic population will comprise approximately one-quarter of the U.S.
population.

Unfortunately, arthritis imposes a serious economic, social and
psychological threat to the Hispanic population. In total, 2.6 million
Hispanics have arthritis.

According to the February 11, 2005 *Morbidity and Mortality Weekly
Report* (MMWR), although Hispanics have a lower prevalence of
doctor-diagnosed arthritis than whites (21.9% versus 15.8%), more
Hispanics report severe joint pain, compared to whites (32.5% versus
22.6%). In addition, Hispanic people with arthritis, when compared to
white people with arthritis, report similar rates of activity limitation
attributable to arthritis (39.7% versus 34.1%) but a higher rate of
arthritis attributable work limitations (38.8% vs. 28%).

As you know, physical activity or exercise can have a beneficial effect
on arthritis; yet, many within the target population do not engage in
moderate exercise as a way to manage their arthritis. Therefore, the
goal of this campaign is to encourage the target audience to begin or
improve management of their arthritis by beginning or increasing
participation in moderate exercise.

NOTE: While the general campaign used the phrase "physical activity,"
research conducted for Buenos Dias, Artritis determined that the term
"exercise" is more motivating to this target audience.

**[Objective of this Guide:]{.underline}**

This guide was designed to provide the following:

-   Background information on target audience and the campaign's
    development

-   Recommendations and suggestions on implementing the campaign

-   Supplemental materials, such as pitch letters, newsletter articles,
    etc. to help you implement the campaign

**[Target Audience:]{.underline}**

The primary audience for this campaign is lower socio-economic status
(SES) segments (income under \$35,000) within the Hispanic population,
who are Spanish speaking, ages 45-64, with doctor-diagnosed arthritis,
or possible arthritis, which threatens to affect valued life roles.

**[Target Demographic Areas:]{.underline}**

This guide is specifically designed for the 36 state health departments
that receive Centers for Disease Control and Prevention funding for
arthritis and their partners that work with them to implement health
communication activities. Other organizations are welcome to use the
campaign as well (see *Section IV for the Step-by-Step Partner
Implementation Guide).*

**[Key Messages From the Campaign:]{.underline}**

Overarching messages to be communicated to Hispanic/Latino populations
are similar to those of CDC's general arthritis campaign, launched in
2002:

-   Exercise can help persons with arthritis do something themselves to
    improve their arthritis symptoms.

-   Moderate exercise has important and beneficial effects on arthritis
    pain and associated disability. Studies show that 30 minutes of
    moderate exercise, at least three days per week can help relieve
    arthritis pain and stiffness and help persons with arthritis be more
    active and feel more energetic and positive. The 30 minutes of
    exercise per day can be done in three 10-minute increments
    throughout the day.

-   Walking, swimming, and biking are particularly good activities for
    people with arthritis.

**[Campaign Elements:]{.underline}**

The *Buenos Dias, Artritis* campaign consists of taped radio spots and
live-announcer scripts, a brochure and sticker to be placed as a counter
top display, and print advertisements including outdoor billboards, bus
shelter placards, flyers, bill stuffers, and bookmarks. All radio and
print executions can also be used as either a PSA or a paid placement.

To conduct the campaign, it is necessary to use, at a minimum, the
following Spanish campaign materials: brochures distributed in community
locations, and either the radio spots, bus shelter placards, or outdoor
billboards. Print ads, flyers, bill stuffers, and bookmarks are all
useful additions to the core campaign elements.

**Quick Tip**

Above, we mention four different ways to use the print creative
provided, including print ad, flyer, bill stuffer, and bookmark. Each of
these pieces also can be used as an advertisement or a PSA so, you can
also think of it as having four different sizes available to support
your campaign goals.

All campaign materials are in Spanish; however, select English
translations have been provided to support local clearance requirements,
as well as to provide additional options for those situations when you
want to supplement the Spanish campaign with a few English placements
(as our target audience does consume some English media).

Campaign elements were designed with feedback from you on the *Physical
Activity. The Arthritis Pain Reliever.* campaign. For this reason, you
will receive a CD ROM package, as well as find materials posted on the
CDC web site at <http://www.cdc.gov/arthritis>.

Creative materials are provided in both hard copy (within this guide),
as well as on CD ROM. The information below outlines the variety of
materials provided to support this campaign. Please refer to *Section II
-- Sample Campaign Materials, Printing and Reproduction Specifications*.

**[IMPORTANT NOTE]{.underline}**

All radio and print materials may be aired/placed from September 2006
through September 1, 2011. Campaign materials expire after September 1,
2011 making it illegal to use the creative materials after this date.

[Print Materials:]{.underline}

1.  7 x 10 (print advertising)

2.  8.5 x 11 (flyer)

3.  5.25 x 3.25 (bill stuffer)

4.  2.25 x 6 (bookmark)

5.  19' x 48' (outdoor billboard)\*

6.  4' x 6' (bus shelter placard)\*\*

There are four different visuals for the first four creative executions
listed above, including:

-   Couple walking outdoors

-   Couple walking indoors (mall)

-   Man walking dog

-   Group of women walking

\*The billboard execution uses two visuals: group of women walking and
couple walking outdoors

\*\*The bus shelter placard execution uses only one visual: couple
walking outside.

Each of the above is provided in color and black and white versions. The
national versions are provided in PDF format. These versions are
"locked" and cannot be modified. The national format uses the Arthritis
Foundation toll-free number and Spanish web site as the response
mechanism. The localizable versions are provided in Quark and can be
adapted, by a designer with access to this program, to include a local
program logo, as well as a local phone number or web site (you would
replace the Arthritis Foundation contact information). In addition,
Quark allows each of the creative elements to be re-sized, providing you
limitless options in meeting any media outlet's specifications.

When selecting which visuals to use, it is important to note that
testing revealed that the target audience was most attracted to these
materials because they were in Spanish, had "arthritis" in the title,
and were colorful. You do not need to be concerned if the graphics do
not look just like the Hispanic population you are targeting.

Most target audience members did perceive the individuals depicted in
the campaign graphics as Hispanic, and like themselves or people they
knew. However, the specific appearance of the people depicted *did not*
influence whether or not an individual was attracted to the campaign
material. In addition, the type of dog pictured in the graphic of the
man walking a dog was irrelevant to the target audience.

[Brochure:]{.underline}

A three-panel brochure is provided for distribution in your market. See
*Identifying Community Partners & Opportunities* for ideas on where to
distribute your brochures. In addition, a sticker has been designed to
use on a brochure holder. There is no specified brochure holder; you
select the style that best suits your needs. For example, you can order
brochure holders from Screen Art Posters, Inc., 4333 East 10^th^ Lane,
Hialeah, FL 33013 (305-681-4641). BRO-HOLD model \# A414-112 has worked
well in past campaigns.

+-----------------------------------------------------------------------+
| **Quick Tip**                                                         |
|                                                                       |
| Several states found that an effective use of the brochure is in      |
| arenas where personal contact with the target audience is possible.   |
| For example, the California Arthritis Program distributed brochures   |
| to community clinics in Hispanic areas. Uptake of the brochures was   |
| high and clinics called to receive additional brochures. Social       |
| service centers, local farmers markets, and community events          |
| targeting the Hispanic population were also identified as good        |
| locations.                                                            |
|                                                                       |
| The Oklahoma Arthritis Program posted flyers above the brochure rack  |
| at community locations to ensure longevity of the campaign messaging  |
| if/when the brochure supply became depleted.                          |
+-----------------------------------------------------------------------+

[Radio Creative:]{.underline}

The following radio creative is provided for your use. Please use the
unique code that identifies each spot when working with a radio station.

1.  :60-second taped radio spot (HART-0560)

2.  :50/:10-second taped radio spot with ability to add :10 second local
    tag (HART-0550)

3.  :30-second taped radio spot (HART-0530)

4.  :25/:05-second taped radio spot with ability to add :05 second local
    tag (HART-0525)

5.  :30-second live announcer script (to be read by on-air personality,
    not pre-recorded)

6.  :25/:05-second live announcer script (to be read by on-air
    personality, not pre-recorded

**[When to Run Your Campaign:]{.underline}**

Besides National Arthritis Month in May, you also may want to keep in
mind the following:

-   Seasons: Think about activating the campaign at times when campaign
    messages will be most relevant \-- such as spring through fall, when
    people are most inclined to get active outside

-   Timing: Consider other community activities to tag on to and
    competing activities to avoid

-   Special Months: Consider focusing efforts around Hispanic Heritage
    Month (usually runs September 15 -- October 15 of each year) when
    media outlets already may have promotions planned

-   Community Celebration Days: September 15 marks Independence Day for
    Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua; September
    16 is Mexican Independence Day; and El Dia de la Raza is celebrated
    October 12

-   Partner Activities: Try to have your efforts coincide with a
    partner's media or event activities

See Identifying Community Partners & Opportunities for ideas on
different local organizations to partner with, including Hispanic
organizations.

**[Important Note]{.underline}**

Health department or arthritis coalition names and/or logos can be added
to the materials. The addition of other logos will require approval of
the CDC Technology Transfer Office. This approval can take several
months to receive. See Section III -- Additional Resources, Appendix L
for Frequently Asked Questions.

**The Role of Communication and Media Relations Tools**

In today's competitive public service announcement (PSA) world, it isn't
enough to just send a PSA to a media outlet or partner organization and
hope for the best. You must consider the entire news angle, convince
them of why the issue is important, develop a communication package and
strategy, and be prepared to follow up with them.

To garner media attention about the campaign and the issue overall
(prevalence of arthritis and disparity within the Hispanic community),
consider the following ideas to help strengthen your approach:

-   Find a local Spanish-speaking rheumatologist or general practitioner
    (ideally one who has a large Hispanic patient volume) to act as a
    spokesperson for the campaign

-   Ask a person with arthritis who is Hispanic to hand-deliver the
    materials to the station with you or for you. This creates a very
    personal element and allows a member of the target audience to
    reiterate the importance of the campaign

-   Refer to the Appendix to create a full media kit and consider
    including information such as the most recent MMWR on arthritis
    (Racial/Ethnic Differences in the Prevalence and Impact of
    Doctor-Diagnosed Arthritis \-\-- United States, 2002; February 11,
    2005), which is a credible resource for the media

-   Pitch stories to local radio stations, television stations and
    newspapers to interview key arthritis experts or run feature stories
    about the benefits of exercise in managing arthritis

-   If you do receive confirmation that a story will run, ask if you can
    get space/air time to run the campaign creative within or next to
    the story or air the radio spot immediately after the story runs

**Quick Tip**

Once a media outlet shows interest in how arthritis affects the Hispanic
population, now is the time to also ask if they are willing to place/air
the creative for several weeks.

**[Communication and Media Materials to Support Your
Goals:]{.underline}**

Within the Appendix, you will find several materials to support your
communication and, potentially, your media relations goals. Please refer
to Section III -- Additional Resources for the following materials:

-   Sample Pitch Letter for Public Service Director, Appendix B

-   Newsletter Article Template, Appendix F

-   Post-Meeting Sample Thank You Letter , Appendix D

-   Sample Thank You Letter after Media Runs PSA, Appendix E

-   Template Web site copy, Appendix I

**Demographic Information and Media Habits of the Hispanic Population**

**[Chart Outlining Population Information for Each
City/State:]{.underline}**

To assist in targeting efforts within each state, Appendix J provides
information on the prevalence of the Hispanic population in major cities
in the state. Appendix K lists those cities in the state with the
highest percentage of Hispanic population. With limited dollars and
time, these may help prioritize which cities to target.

+-----------------------------------------------------------------------+
| **Quick Tip**                                                         |
|                                                                       |
| The Florida and California Arthritis Programs found it helpful to use |
| census data to determine the geographical location of their target    |
| audience. The California Arthritis Coordinator recommends that other  |
| states do this because the target population was 'not where I thought |
| they were". If time and budget permit, you may find it helpful to use |
| census tracts too. Visit <http://www.census.gov/> for more            |
| information.                                                          |
+-----------------------------------------------------------------------+

**[Customizing Your Media Materials:]{.underline}**

To assist you in customizing your media materials, state-specific
estimates can be found at
<http://www.cdc.gov/arthritis/data_statistics/state_data.htm>. Here, you
can search for the total number of adults in your state living with
arthritis and identify what percentage of the adult population are
Hispanic. This information is taken from The Behavioral Risk Factor
Surveillance System (BRFSS), a state-based survey of the U.S. population
aged 18 years or older.

**[Media Habits of the Hispanic Population:]{.underline}**

The following information provides an overview of media habits for
people of Hispanic origin, not necessarily Spanish speaking and not
specifically for people with arthritis. The data includes both men and
women between the ages of 35-54 and 55+. The research should help you to
determine how best to reach out to your target population.

-   The older Hispanic population has a variety of media habits that
    flow back and forth from Spanish to English, so a varied media
    strategy is best.

-   Highest usage of newspapers is by Hispanic males 55+ who are more
    likely to mix their media exposure between Spanish and English
    media. Hispanic men in this age group spend the least number of
    their media hours with radio.

-   Hispanic women age 55+ spend more time with media than Caucasian or
    African American women, and Hispanic females are more partial to
    Spanish media than are Hispanic men. Hispanic women in this age
    range spend the majority of their time with television and radio;
    however, they still maintain a varied media habit switching between
    English and Spanish.

-   Hispanic women between 35-54 spend twice as much time listening to
    Spanish radio than English radio. This group's next highest category
    of information consumption is magazines; they spend the same amount
    of time with English magazines as they do with Spanish magazines.

-   Hispanic men between 35-54 also spend more time with Spanish radio
    than English. This group's next highest area of consumption is
    newspapers, where they spend a little more time with English papers
    than Spanish papers.

\*Synovate: 2004 U.S. Hispanic Market Report

**[Prioritizing Your Time and Potentially Your Money:]{.underline}**

Consider the last two sections above, as well as the demographic
information in Appendices J and K, as you consider which cities and
which media outlets to place your efforts.

**Suggested Implementation Timeline**

Below is a suggested timeline and checklist, which shows each step of
the campaign implementation process. Because resources vary, we have
included a variety of ideas to consider. Please identify and implement
the steps that are ideal for your organization.

**[Month One:]{.underline}**

-   Print Buenos Dias, Artritis How-To Guide

-   Review contents to become familiar with campaign goals, content of
    the guide, and resources

-   Conduct a brainstorming session with your team to determine the best
    implementation process, local organizations to partner with and
    ideal timing for your state

**[Month Two:]{.underline}**

-   Develop your contact list (public service directors for PSAs;
    advertising personnel for paid placement; healthcare reporters if
    you choose to create a larger story with the media)

-   Schedule in-person meetings with key PSA Directors or reporters;
    identify members of the Hispanic population with arthritis to attend
    meetings with you, a member of one of the organizations you are
    partnering with or a rheumatologist

-   Customize enclosed template media materials for both in-person
    meetings and mailings (see Section III -- Additional Resources for a
    variety of media outreach materials)

-   Determine appropriate distribution method for materials (hard copy,
    CD ROM, or e-mail)

-   Create custom kits for each contact/media outlet

-   Distribute kits to media targets (consider personally delivering
    kits), and/or finalize list of outlets to receive paid placements

**[Month Three:]{.underline}**

-   Follow up with media you meet or talk to within 48 hours. If you
    spoke to someone on the phone or in person, send a follow-up thank
    you letter (see Section III - Appendix D).

-   Follow up with all other contacts, within two weeks, by placing a
    phone call to assess interest and determine if additional
    information is needed

**[Continuous Follow-Up Steps:]{.underline}**

-   Send thank you letters to all outlets that do run the PSA campaign.
    Ideally, ask multiple individuals from your organization, partner
    organizations, and people with arthritis to send a thank you letter
    to show the depth and breath of your thanks and to encourage the
    media outlet to continue running the campaign

-   Follow up with media who have yet to run the campaign to determine
    if there are any additional options (select ideal times of the year,
    such as the following: National Arthritis Month, New Year's
    (resolution time), spring, summer or fall (active outdoor seasons),
    a special event, etc.

**[Tracking Your Placements:]{.underline}**

It's important not only to garner a placement of your PSA and/or an
article, but also to track which outlets, contacts, and target audience
you reached (see Section III -- Additional Resources, Appendix H for a
sample tracking form). Use a separate tracking form for each outlet and
if you receive multiple placements, consider attaching a blank chart to
continue monitoring the campaign's progress.

# **Ensuring PSA and Advertising Placement Effectiveness**

The *Buenos Dias, Artritis* campaign provides both PSAs and advertising
options to expand your campaign options. PSAs are used when a media
outlet uses your creative free-of-charge, (i.e. you do not pay for the
placement). Advertising is when you use this same creative, but pay the
media outlet for the placement. There are advantages and challenges to
both options. This section will cover both PSA placement methods and
suggestions on placing paid advertising.

# **[Effective PSA Placement:]{.underline}** 

The PSAs the CDC has created as part of its *Buenos Dias, Artritis*
campaign represent a powerful and economical way to raise awareness
about arthritis management. To ensure the PSAs are effective in reaching
audiences, the PSAs need to make it into the hands of the right people.
This is where you can play a critical role \-- by meeting or talking to
your local public service directors to explain the impact of arthritis
on their local audience and the importance of disseminating information
on exercise to help reduce pain and related disability among
Spanish-speaking Hispanic populations.

The following section outlines actions to help ensure your success when
you are not purchasing advertising space.

# [Creating Your PSA Distribution List:]{.underline}

-   **Make a list of radio stations, local newspapers, and magazines.**
    Keep in mind your primary audience is Hispanic people between the
    ages of 45-64. You want to be sure your list includes stations and
    publications that cater to this audience \-- specifically
    Spanish-language formats. If you are unsure of the listening
    audience or readership of a certain outlet, check the phone book or
    the Internet and contact the station to confirm

-   **Research contact information for public service directors.** Most
    radio stations, as well as print publications and web sites, have a
    public service director who schedules PSAs. Here again, the Internet
    is a good starting place. Most radio stations, newspapers, and
    magazines in your community will have web sites that include contact
    information. You will want to be sure the names and addresses listed
    are current, so be sure to call and verify the information. Or check
    your phone book for main numbers of the outlets, and track down
    appropriate contacts that way

-   **Identify non-media outlets.** Consider opportunities beyond media
    to place your PSA. Your print PSA packet includes several formats
    (advertisement, flyer, bookmark, bus shelter placard, and bill
    stuffer) that will help you disseminate your message in a variety of
    ways (see *Identifying Community Partnerships & Opportunities*
    section for more ideas and specific details).

# [Placing Radio PSAs:]{.underline}

***Forma**t* **--** Your PSA package includes pre-recorded PSAs and live
announcer scripts. Many stations prefer the latter, so their own on-air
personalities can read the script themselves, which provides a local
feel to the piece. You can copy the scripts and send them to radio
stations together with a pitch letter (see *Section III -- Additional
Resources, Appendix B* for sample pitch letter). Other stations may
prefer to use pre-recorded versions. To reproduce the radio PSAs, take
the master CD (included in this packet) to your local CD duplication
company. (Simply check your phone book if you are unsure of area vendors
who handle this work.) You can also try to make a copy at your computer;
however, with large graphic files you may find it easier to outsource.
If you would like to localize your radio PSA with information, such as a
local 800 number or program name, contact a local recording studio or
production house to record the remaining 5-10 seconds.

**Quick Tip**

Some radio stations will create the local tag for free, especially if
they are agreeing

to run one or more of the radio PSAs. Just ask.

Depending on your resources, consider sending both the announcer script
and a hard copy of the CD to the public service director. Or you can
contact stations in advance and ask which format they prefer. The radio
piece also will be available via MP3 format at
<http://www.cdc.gov/arthritis/>.

***Timing* --** Consider timing when distributing your PSAs. Radio
stations usually require several weeks' notice to work a PSA into
rotation. Encourage public service directors to play your PSAs when you
can reach the largest audience -- such as morning and evening drive
time.

## [Placing Print PSAs:]{.underline}

Your package includes four print PSAs. Print PSAs tend to be more
difficult to place than radio PSAs due to space limitations and
competition from paying advertisers. As with radio, your success will
depend largely on your "pitch" to the outlet. Print outlets will be
especially interested in local statistics, so be prepared to explain how
many readers in your city and state are affected by arthritis.

***Format*** --We have designed the full-page PSA to meet most print
publication requirements. The less work the print publication has to do
to use your PSA, the more likely they are to use it.

***Usage*** -- See *Section II -- Sample Campaign Materials, Printing
and Reproduction Specifications* for instructions on how to localize
your creative materials.

***Timing*** -- As with radio PSAs, print publications typically require
two to four weeks notice to put PSAs into rotation, so plan accordingly.
Again, look for times of the year when your messages will be most
suitable to readers. Conduct background research to identify any annual
issues or promotions that may be appropriate, such as arthritis,
physical activity or Hispanic health.

**Quick Tip**

All pilot states used local partners to help determine which media
outlets were most likely to reach the target audience. Several states
found that the local partners were also more successful in getting PSAs
placed.

## **[Paid Placement of Your Creative]{.underline}**

The print and radio creative in your packet also can be used for paid
advertising, if your budget allows. (Remember: advertising is when you
pay for placement and is therefore not considered a PSA although your
creative is the same.)

The advantage to paying for your ads to be placed is *guaranteed*
dissemination of your message \-- you know your ads will air on the
radio station or appear in your local print publication. Also, you have
control over when the creative is placed or aired. You pay for a
specific time slot, a specific day, and you determine how often it will
run. All this is based on the advertising contract you negotiate with
the media outlet. The following are a few things to consider when
purchasing advertising.

[Purchasing Air Time/Radio:]{.underline}

***Make sure your ad reaches [who]{.underline} you want
[when]{.underline} you want*.** As discussed previously in this section,
you will want to consider print publications and radio stations that
cater to your target audience, in this case, Spanish-speaking
individuals of Hispanic descent. With radio, consider buying spots
during peak times, if your budget allows. Be sure to ask the station's
advertising sales representative you are working with for a listener
report. This data can tell you how many people listen during which
windows of time, the average age of those listeners, gender, and race.

+-----------------------------------------------------------------------+
| **Quick Tip**                                                         |
|                                                                       |
| Both Florida and Oklahoma's Arthritis Programs used a media buyer,    |
| which they found helpful in selecting media outlets and in            |
| negotiating a better advertising rate. Oklahoma specified that the    |
| media buyer needed experience in placing Spanish language ads         |
|                                                                       |
| in the Request for Proposals.                                         |
|                                                                       |
| The California Arthritis Program used its local partner, a non-profit |
| organization, to place ads, and the partner was able to obtain the    |
| non-profit advertising rates.                                         |
+-----------------------------------------------------------------------+

[Purchasing Space/Print:]{.underline}

When talking with your advertising sales representative, be sure to ask
for a media kit, outlining audience demographics for your consideration.
You want to know the following: Who reads this publication (age, gender,
race/ethnicity)? Which day is the paper is most highly read (often
Sundays)? Which sections are highly read? Do they provide links to
articles on the outlet's web site?

# **[How to Work Within Your Budget]{.underline}**

As discussed above, advertising costs vary depending upon time of day
the ad is aired or location within a publication, from the more
expensive (upper right corner of the front section of the paper) to less
expensive (bottom left corner of the local section). To ensure you get
the most leverage for your ad buy, consider the following tips:

-   ***Repeat your message again and again...and again.*** A significant
    advantage to purchasing advertising space for these spots is the
    ability to run your message several times. Research shows that the
    more a message is heard or viewed, the greater likelihood it will
    prompt a person to act. If budget allows, arrange to have the ads
    aired or placed frequently

```{=html}
<!-- -->
```
-   ***Maximize your ad buy.*** Radio and print outlets offer packaged
    advertising buys, which means you purchase a number of commercial
    spots for use at different times throughout the year. For instance,
    you may want to have an ad placed every month, or every quarter. The
    per-ad charge is typically lower than if you were to purchase the ad
    space one spot at a time. Or if you prefer not to have your ads run
    on a continuous basis, but do plan to run your ad more than once,
    negotiate with your sales representative to buy the spots up front.
    This again will likely reduce your per-ad cost

-   ***Maximize your message.*** In addition to purchasing the "best"
    placement spot (time, placement on page), and considering how you
    can bundle your buy to maximize your budget, it's also important to
    consider how your buy can maximize your message. If you spread out
    your message too much, especially when purchasing radio time, you
    are less likely to break through the clutter and motivate people to
    action. For example, it's better to run your ad four times a day for
    two weeks than one time a day for 56 weeks. The goal is to achieve
    as much "saturation" as possible

-   ***Ask for added value.*** Depending on your media market, once you
    purchase space the radio stations and/or publications you are
    working with may be willing to throw in complimentary, or
    discounted, ad space. Be proactive in this regard and have an "ask"
    in mind when you go in to negotiate. For instance, ask them to match
    every two paid spots you purchase with one free airing. Or ask them
    for a weather or traffic sponsorship, which ends with a "brought to
    you by" tag that includes the 800 number or web site

+-----------------------------------------------------------------------+
| **Quick Tip**                                                         |
|                                                                       |
| Be aware that you diminish your chances of receiving free PSA         |
| placement if you have previously purchased advertising space.         |
+-----------------------------------------------------------------------+

-   ***Be flexible.*** If your campaign allows some flexibility, tell
    radio stations and publications that you are willing to have your
    spots run in place of ads cancelled at the last minute. This option
    may mean you do not get your targeted airtime or position in the
    daily paper, but it is guaranteed placement nonetheless and is worth
    considering

-   **Don't forget about the brochures.** Remember that the brochures
    and brochure holder are also a vital part of the Buenos Dias,
    Artritis campaign. When developing your budget, look for places to
    distribute your brochure where Hispanic populations already frequent
    (See the section on Identifying Community Opportunities and
    Partnerships for ideas)

**Quick Tip**

When negotiating your buy or placements with a media outlet, consider
what types of existing activities they many already be doing, such as
health screenings. Ask if your partner would be willing to distribute
your brochures or flyers at their events.

**Identifying Community Partnerships & Opportunities**

Often, health campaigns like *Buenos Dias, Artritis* are conducted with
the support of organizations that already have relationships with your
target audience. It has been shown that grassroots activities (efforts
spearheaded by local and community organizations) can greatly influence
the success of health promotion campaigns. National Hispanic
organizations that focus on health and wellbeing are in great positions
to help deliver health promotion messages. In addition to traditional
methods of earned and paid media, reaching out to your local
organizations can be valuable. To this end, a Partner Guide has been
developed to support your implementation efforts (see *Section IV --
Step-by-Step Partner Implementation Guide*).

We believe that partnering with Hispanic organizations in your area will
help you carry out the goals of this campaign. In the list below,
organizations that serve the healthcare community are grouped together
as are those that focus on consumers. We provided national organizations
that have local affiliates; however, local organizations with no
national affiliation are also great partners to help disseminate the
message. We have also provided you with information on beginning your
partnerships, identifying community outlets, and working with potential
health partners. We hope the following information will aid you in
identifying and creating a number of partnerships.

######## National Organizations with Local Affiliates:

The following information provides a list of national organizations that
offer local divisions in communities across the U.S.

[Hispanic Provider Organizations:]{.underline}

[Institute for Hispanic Health (IHH)]{.underline}

The National Council of La Raza's (NCLR) Institute for Hispanic Health
(IHH) works in close partnerships with NCLR affiliates, government
partners, private funders, and other Hispanic-serving organizations to
deliver quality health interventions. These interventions focus on
improvement of, access to, and utilization of quality health promotion
and disease prevention programs.

Telephone: 202-785-1670

Web site: [www.nclr.org](http://www.nclr.org/)

[National Alliance for Hispanic Health (Alliance)]{.underline}

The National Alliance for Hispanic Health is the oldest and largest
network of Hispanic health and human service providers. Alliance members
include community-based, government, provider, and national
organizations as well as universities and private citizens.

Telephone: 202-387-5000

Web site: [www.hipsanichealth.org](http://www.hipsanichealth.org/)

# [National Association of Hispanic Nurses (NAHN)]{.underline}

The National Association of Hispanic Nurses (NAHN) is a network of more
than 40,000 Hispanic nurses organized in 31 local chapter affiliates.
The mission of NAHN is to encourage Hispanic nurses to improve the
health of their communities.

Telephone: 202-387-2477

Web site: [www.thehispanicnurses.org](http://www.thehispanicnurses.org/)

[National Hispanic Medical Association (NHMA)]{.underline}

The National Hispanic Medical Association (NMHA) is a non-profit
association representing 36,000 licensed Hispanic physicians in the U.S.
The mission of the organization is to improve the health of Hispanics
and other underserved populations.

Telephone: 202-628-5895

Web site: [**www.nhmamd.org**](http://www.nhmamd.org/)

**[Consumer Hispanic Organizations:]{.underline}**

[League of United Latin American Citizens (LULAC)]{.underline}

The League of United Latin American Citizens (LULAC) serves to advance
the economic condition, educational attainment, political influence, and
health and civil rights of Hispanics living in the U.S. With
approximately 115,000 members and 600 councils nationwide, LULAC is the
largest Hispanic organization in the U.S.

Telephone: 202-833-6130

Web site: [www.lulac.org](http://www.lulac.org/)

[MANA, a National Latina Organization]{.underline}

MANA is a non-profit advocacy organization whose mission is to empower
Latinas through leadership development and community action. MANA's
vision is a national community of informed Latina activists working
together to create a better quality of life for all Hispanics in the
U.S.

Telephone: 202-833-0060

Web site: [www.hermana.org](http://www.hermana.org/)

[National Council of La Raza (NCLR)]{.underline}

The National Council of La Raza (NCLR) is a non-profit, non-partisan
organization established in 1968 to reduce poverty and discrimination
and to improve life opportunities for Hispanic Americans. NCLR is the
nation's largest constituency-based Hispanic organization, serving all
Hispanic nationality groups through a formal network of affiliates.

Telephone: 202-785-1670

Web site: [www.nclr.org](http://www.nclr.org/)

[National Hispanic Council on Aging (NHCOA)]{.underline}

The National Hispanic Council on Aging (NHCOA) was established in 1979
as an advocacy organization with the primary purpose of improving the
quality of life for Latino elderly, families, and communities. NHCOA
addresses issues of health disparities, economic security, abuse, and
victimization of the elderly and their families, and builds affordable
housing for the elderly.

Telephone: 202-265-1288

Web site: [www.nhcoa.org](http://www.nhcoa.org/)

#### **Beginning Your Partnership:**

Here are some action steps you can take to begin developing partnerships
with organization like those listed above.

-   Identify an organization of interest from the list and visit its web
    site. Research the organization to find out whether it has an
    affiliate or chapter in your area

-   Get local area contact information, which should include telephone
    number, fax number, e-mail address, and key officers or board
    members

-   Contact the organization and identify the appropriate contact
    person, ideally someone in their marketing, partnership or education
    department

-   Introduce yourself, the *Buenos Dias, Artritis* campaign, and your
    agency or department. Let the organization know that you can e-mail
    or fax (whichever is preferred) more detailed information on the
    campaign (see *Section IV - Step-by-Step Partner Implementation
    Guide*) and the role that organization can play. In addition,
    encourage them to visit your web site to learn more about your
    organization. Be sure to leave your contact information if they have
    any questions in the meantime

> NOTE: The complete *Step-By-Step Partner Implementation Guide* with
> sample creative and relevant appendices can be easily printed out or
> e-mailed to partners by using the *Partner Guide* file on Disk 1.

-   Follow up by phone and e-mail to confirm your contact received the
    information and to set up a call to further discuss the
    organization's participation. If you are able, set up an in-person
    meeting to discuss participation specifics

-   Always be available to answer any questions and/or provide any
    documents regarding *Buenos Dias, Artritis*

#### **Ideas for Partnering with Area Organizations:**

*While many organizations interested in* Buenos Dias, Artritis *may have
their own ideas regarding partnership, you should have a list of
potential opportunities. Below are a few ideas you can offer to
organizations.*

-   Display a link to *Buenos Dias, Artritis* on organization's web site

-   *Feature the campaign in organization's newsletter*

-   Display campaign materials at members' places of employment (e.g.
    lunch or break rooms, locker rooms, etc.), or physicians and nurses
    can display information in the waiting room areas of their offices
    and clinics

-   Utilize established networks to help in driving the campaign's
    message (e.g., area churches, placement of print or radio spots at
    known media outlets, etc.)

-   Conduct community seminars or presentations on arthritis

> **Quick Tip**
>
> All pilot states found their local partners' expertise and knowledge
> about the community and target audience to be essential for effective
> implementation of the campaign. It is important to identify an agency
> with strong ties to the Hispanic community. For Example: the New York
> Arthritis Program partnered with a Hispanic Community Service agency;
> the Wisconsin Arthritis Program partnered with a Latino health
> organization.
>
> Before speaking to these organizations, think through what the
> benefitswill be to them if they in this campaign. The benefits need to
> support both organizations' goals. Remember that no organization has
> lots of free time or money, so be ready to sell how your campaign can
> help them achieve their goals. Also, plan to give partner
> organizations sufficient time to prepare and coordinate resources.
> Allowing partner organizations adequate time is essential in order to
> have all existing resources available to you. In addition, don't
> forget to use the Partner Guide (see *Section IV - Step-by-Step
> Partner Implementation Guide*) to educate and empower your partners to
> successfully help you implement the campaign.
>
> []{.mark}

#### **Ideas for Partnering with Area Organizations**

*While many organizations interested in* Buenos Dias, Artritis *may have
their own ideas regarding partnership, you should have a list of
potential opportunities. Below are a few ideas you can offer to
organizations.*

-   Display a link to *Buenos Dias, Artritis* on the organization's Web
    site.

-   *Feature the campaign in the organization's newsletter.*

-   Display campaign materials at members' places of employment (e.g.,
    lunch or break rooms, locker rooms, etc.), or physicians and nurses
    can display information in the waiting room areas of their offices
    and clinics.

-   Utilize established networks to help in driving the campaign's
    message (e.g., area churches, placement of print or radio spots at
    known media outlets).

-   *Conduct community seminars or presentations on arthritis*

### Identifying Community Outlets:

The ideas recommended below will serve as a guide to assist you in
reaching out to a key audience \-- the local community. You can rely on
the relationships you have already established with many local
organizations, in addition to forging new relationships with local
groups you may not have considered partnering with in the past. Here are
some examples of how you can work within your area to help support the
campaign and potentially reduce the burden of arthritis among the
Hispanic population.

###### Spanish/Hispanic Grocery Stores

Grocery stores are an ideal place to post flyers for customers to view
as they wait in line. They also are a great place to leave brochure
displays and bookmarks for customers to pick up as they shop. Contact
local grocery store managers for permission to post campaign materials,
such as print PSAs, flyers or posters. Also, check with the manager to
see if store clerks would be allowed to insert brochures into grocery
bags \-- even if it's just during a special promotional month. This
would provide an additional chance to reach customers who may have
overlooked the *Buenos Dias, Artritis* campaign materials in the store.

###### Spanish/Hispanic Restaurants

Popular restaurants, such as taquerias are a great place to reach our
target audience. Often, your favorite local spot is more flexible and
easier to work with -- so consider that as a starting point. Call local
restaurant owners or managers to see if they would be interested in
displaying campaign materials in their restaurants. Ask the owner or
manager to display the poster and/or brochures in the waiting area
and/or restrooms. Posters and brochures, which patrons may have observed
in the waiting area, could become a topic for discussion at the dinner
table. Or, if patrons were to spot brochures on their way out of the
restaurant, they would be likely to pick up brochures to share with
family or friends who may have arthritis.

###### Video Stores

Video stores are an ideal venue to place campaign materials due to the
high-traffic customer volume. Take advantage of this excellent way to
reach individuals as well as small and large groups of people, such as
family and friends, who typically spend a substantial amount of time
visiting video stores and browsing through the store aisles. Ask local
video storeowners and managers to discuss opportunities to display the
Buenos Dias, Artritis campaign materials in their stores. Supply them
with posters, brochures, and bookmarks, which they can either leave on
display or include in shopping bags along with customer rentals.

## [Beauty Shops/Barbershops]{.underline}

Local beauty shops or barbershops are another excellent location to
display campaign materials; particularly those shops where you can reach
adults between 45-64 years of age who are considered the primary
audience for this program. When customers visit beauty shops, they
typically spend a large part of their time sitting and waiting for their
appointment with a hairstylist to begin. Providing the *Buenos Dias,
Artritis* campaign reading materials, in addition to the usual beauty
shop magazines and newspapers would be an effective way to engage
customers in reading these informative brochures and would result in
expanding the reach of the campaign messages. Also, keep in mind beauty
shops give you the opportunity to reach families who frequently take
trips to the beauty shop together. Imagine if a mother and daughter
visiting a shop were to spot brochures discussing the benefits of
exercise for managing arthritis. They would be very likely to share any
information and brochures with their family members who may have
arthritis.

Contact shop managers and owners in your area to discuss opportunities
to provide the establishment with the *Buenos Dias, Artritis* campaign
materials, such as a full page PSA or flyers. This would provide an
opportunity to educate clients as they come into the shop. Again,
including flyers and bookmarks in shopping bags would also be beneficial
ways to spread the message.

###### Libraries

Contact your local librarian or person in charge of community outreach
and ask if you can provide the library with campaign materials. Local
libraries are a leading source of free educational information. For
instance, many libraries offer senior citizens complimentary tax
assistance. There also are community rooms where a variety of
information, including public health messages, can be displayed. These
community rooms are a key spot to place brochures, bookmarks, and
flyers.

###### Churches

Communicating through churches also will be very useful, given the
strong faith-based ties within Hispanic communities. Consider working
with church administrators to incorporate the brochures, PSAs, and
overall campaign messages into any communications channels they have.
Options to consider include:

-   Mentioning the campaign in church bulletins, newsletters or on web
    sites

-   Posting print PSAs on bulletin boards, as bulletin inserts or in
    pews

-   Offering exercise sessions for older adults in the church hall,
    hosted by a member of your team or a parishioner with appropriate
    credentials

## [Active Adult Centers]{.underline}

Active adult centers cater to the 50+ crowd and are ideal for reaching
our target age group. These centers increasingly focus on physical
activity; therefore, they should be instrumental in partnering with a
campaign aimed at improving quality of life through promoting exercise.

Ask directors of local centers to display and provide Hispanic arthritis
campaign materials, such as flyers, bookmarks, and brochures in their
facilities. This can be an effective way of reaching members of the key
audience who share particular interests or concerns, e.g. exercising and
spending time with friends.

Other Community Outlets

Other community outlets to consider where you may successfully reach
your target audience include:

-   Coin laundry mats

-   Nail shops

-   Pawn shops

-   General stores, i.e. Dollar General, Wal-Mart

-   Hardware stores and do-it-yourself stores, i.e. Home Depot, Lowes

-   Convenience stores

-   Auto parts stores

-   Movie theaters (especially those featuring Spanish-language movies)

-   Shopping malls (or strip malls which house Spanish clothing stores,
    convenience stores, banks, check-cashing locations, etc.)

-   Bingo halls/bridge club meetings

-   Bowling alleys

-   Check-cashing locations (stand alone)

-   Local recreation centers such as YMCAs and YWCAs

-   Chambers of Commerce, who can provide access to businesses
    interested in providing a program for employees

-   Walking groups, such as those that congregate daily or weekly in
    shopping malls or at community centers

-   Hispanic bookstores

-   Hispanic gift shops

######### Working with Community Health Partners:

Health care providers have the most direct contact with people living
with arthritis and can be among the most effective influencers.
Informing providers and others in the health care arena about the
*Buenos Dias, Artritis* campaign serves as a reminder for providers to
engage in dialogue with their patients about the importance of exercise
in managing arthritis.

####### [Conducting a Health Briefing:]{.underline}

The *Buenos Dias, Artritis* campaign is an opportunity to bring members
of the health care community together to seek opportunities for
collaboration. Many providers may be aware of the high prevalence, but
some may not, or may not realize the scope locally. Talk with healthcare
providers about offering campaign materials to help raise awareness
about the benefits of exercise to improve quality of life. These
professionals may also have suggestions on how you can further spread
the campaign's messages within the community.

Following are a few suggestions to help get your health briefing
underway.

-   **Determine which providers will be interested.** Arthritis
    manifests itself in a variety of ways and as a result is relevant to
    a variety of providers, including gerontologists, primary care
    physicians, nurses, exercise physiologists, pain management
    specialists, and internists. You likely have relationships with
    specialists in many of these areas, so start with those people you
    know. You may want to brief groups separately to address questions
    specific to each specialty versus one comprehensive briefing

-   **Contact local chapters of professional societies.** Groups such as
    the American Academy of Family Physicians, the American Society for
    Pain Management, AARP, and others are a good place to start. Check
    their web sites for local chapter/affiliate contact information and
    inquire about being placed on the agenda of an upcoming monthly or
    quarterly membership meeting. Incorporating your briefing into an
    existing meeting will significantly minimize legwork and costs for
    you. You also may want to see about purchasing the chapter mailing
    lists to issue invitations

-   Provide compelling information. As with your media outreach, having
    local data plus a physician and/or patient on hand will be valuable
    when addressing healthcare groups. Also think of specific "asks"
    where groups can help you spread the campaign's message. As budget
    allows, you may want to provide a take-away packet that includes
    background on the campaign, high resolution, camera-ready copies of
    the print ad, and CD copies of the radio spots. The easier you can
    make it for provider groups to share your information, the more
    likely they are to help out

Potential Health Partners:

## [Pharmacies]{.underline}

Pharmacies are natural partners in reaching people with arthritis. Many
people visit pharmacies on a regular basis, regardless of whether they
use prescription medication. They look to pharmacists as trusted sources
of health information, and there are often lines and waiting time at
pharmacy counters, which gives customers the opportunity to read through
informative brochures. Speak with the storeowner, manager, or pharmacist
about displaying campaign materials. Make sure flyers, bookmarks, and
brochures are available to customers at the pharmacy counter or in
another convenient spot. NOTE: chain pharmacies may require approval
from their regional office, so allow plenty of lead time.

## [Hospitals, Urgent Care Facilities and Physician's Offices]{.underline}

Ask local hospitals, urgent care facilities, or physician offices to
display campaign materials in waiting rooms. The offices of general
practitioners, orthopedic specialists, and rheumatologists may be good
places to start. Many university hospitals have arthritis centers. Talk
to the education director and ask him/her to incorporate campaign
materials in a presentation or seminar on arthritis.

[Section II]{.underline}

Sample Creative Material

**Buenos Dias, Artritis**

**Campaign Overview**

**[Background:]{.underline}**

Research shows that although the prevalence of arthritis within the
Hispanic population is less than that experienced by whites, a higher
proportion of Hispanics report work limitations due to arthritis and
severe joint pain. Unfortunately, research also indicates that many in
this population are not aware of the important and beneficial effects of
regular moderate exercise on arthritis pain and associated disability.

**[Objective:]{.underline}**

The *Buenos Dias, Artritis* campaign is designed to:

-   Raise awareness of exercise as a way to manage arthritis pain and
    increase mobility

-   Increase understanding of how to use exercise (which types and for
    how long/duration) to ease arthritis symptoms and prevent further
    disability

-   Enhance the confidence or belief of persons with arthritis that they
    can engage in moderate exercise

-   Increase trial of moderate exercise behaviors

**[Target Audience:]{.underline}**

The primary audience for this campaign is lower socio-economic segments
(income under \$35,000) within the Hispanic population, who are Spanish
speaking, ages 45-64, with doctor-diagnosed arthritis, or possible
arthritis, which threatens to affect valued life roles (such as caring
for their family, maintaining their job or conducting activities of
daily living).

**[Key Messages From the Campaign:]{.underline}**

-   Exercise can help persons with arthritis do something themselves to
    improve their arthritis symptoms

-   Moderate exercise has important and beneficial effects on arthritis
    pain and associated disability. Studies show that 30 minutes of
    moderate exercise, at least three days per week, can help relieve
    arthritis pain and stiffness, and help persons with arthritis be
    more active and feel more energetic and positive. The 30 minutes of
    exercise per day can be done in three 10-minute increments
    throughout the day

-   Walking, swimming, and biking are particularly good activities for
    people with arthritis

**[Campaign Materials:]{.underline}**

[Print Materials:]{.underline} 7 x 10 (for print advertising); 8.5 x 11
(for flyers); 5.25 x 3.25 (for use as a bill stuffer); 2.25 x 6 (for use
as a bookmark); Outdoor billboard template; Bus shelter placard
template; and Brochure (and sticker to place on a brochure holder)

[Radio:]{.underline} 30-second taped radio spot; 60-second taped radio
spot; 50-second taped radio spot with ability to add local tag;
25-second taped radio spot with ability to add local tag; 30-second live
announcer script

**[Contact Information:]{.underline}**

\[YOUR NAME\]

\[YOUR ORGANIZATION\]

\[PHONE NUMBER/\[E-MAIL\]

**Buenos Días, Artritis**

**Información general sobre la campaña**

**[Antecedentes:]{.underline}**

Las investigaciones indican que a pesar de que la prevalencia de la
artritis entre la población hispana es inferior a la que experimenta la
población caucásica, una proporción mayor de hispanos divulgan las
limitaciones del trabajo debido a la arthritis y al dolor articular
grave. Desdichadamente, las investigaciones indican que muchas personas
de esta población desconocen la importancia y los beneficios del
ejercicio regular para la artritis y las discapacidades asociadas.

**[Objetivo:]{.underline}**

La campaña *Buenos Días, Artritis* ha sido diseñada para:

-   Informar a la población sobre los beneficios de la actividad física
    como una forma de controlar el dolor artrítico y de aumentar la
    movilidad.

-   Lograr una mayor comprensión sobre cómo se debe usar el ejercicio
    (qué tipos y durante cuánto tiempo o con qué duración) para aliviar
    los síntomas de la artritis y prevenir otras discapacidades.

-   Aumentar la confianza o la creencia de las personas que padecen de
    artritis para que puedan realizar ejercicios moderados.

-   Aumentar los intentos de práctica de ejercicios moderados.

**[Audiencia objetivo:]{.underline}**

La audiencia primaria de esta campaña está compuesta por los sectores
socioeconómicos más bajos (ingresos inferiores a \$35,000) dentro de la
población hispana, de habla española, de entre 45 y 64 años de edad, con
diagnóstico comprobado, o probable, de artritis realizado por un médico,
que amenaza afectar los roles valorados de la vida (tales como la
atención de su familia, el mantenimiento del trabajo o la realización de
las actividades cotidianas).

**[Mensajes claves de la campaña:]{.underline}**

-   El ejercicio puede ayudar a las personas con artritis a hacer algo
    para mejorar los síntomas de la enfermedad.

-   El ejercicio moderado tiene efectos importantes y beneficiosos sobre
    el dolor artrítico y las discapacidades asociadas. Los estudios
    indican que 30 minutos de ejercicio moderado, por lo menos tres
    veces por semana, pueden ayudar a aliviar los dolores artríticos y
    la rigidez además de ayudar a las personas con artritis a mantenerse
    más activas y sentirse optimistas y con más energía. Los 30 minutos
    de ejercicio por día se pueden realizar en tres incrementos de 10
    minutos a lo largo del día.

-   Caminar, nadar y andar en bicicleta son actividades particularmente
    buenas para las personas que padecen de artritis.

**[Materiales de la campaña:]{.underline}**

[Materiales impresos:]{.underline} 7 x 10 (para publicidad impresa), 8.5
x 11 (para volantes), 5.25 x 3.25 (para usar como relleno de carteles),
2.25 x 6 (para usar como señalador de libros), modelo de cartelera
exterior, modelo para los carteles de los ómnibus y folleto (y una
etiqueta para colocar en el porta folletos)

[Radio:]{.underline} espacio de grabación de radio de 30 segundos;
espacio de grabación de radio de 60 segundos; espacio de grabación de
radio de 50 segundos preparado para agregar un comercial local; espacio
de grabación de radio de 25 segundos preparado para agregar un comercial
local y guión del anunciador en vivo de 30 segundos.

**[Información de contacto:]{.underline}**

\[SU NOMBRE\]

\[SU ORGANIZACIÓN\]

\[NÚMERO TELEFÓNICO/\[DIRECCIÓN DE CORREO ELECTRÓNICO\]

**Target Audience Profile**

The Buenos Dias, Artritis campaign is designed to reach Spanish-speaking
Hispanics with arthritis between the ages of 45-64, with an annual
household income of \$35,000 or less. This campaign is targeted
primarily to persons within this audience whose symptoms have advanced
to the point that arthritis is perceived as interfering with one or more
life activities, such as work or family obligations.

In order to reach this group through the most appropriate channels,
research data was analyzed from multiple sources, including the
following:

-   Literature review of Hispanics' attitudes, behaviors and beliefs
    regarding arthritis, exercise and physical activity

-   Environmental scan

-   Focus groups

-   Key informant interviews

The data provided the following insights about the audience:

[Hispanics' General Knowledge and Beliefs About Arthritis:]{.underline}

-   Because many Hispanics work under physically demanding conditions,
    there is a widely held belief that arthritis is the result of the
    work they do

-   Many are aware of the connection between arthritis and particular
    behaviors, such as lack of exercise, obesity, and dietary habits

[Hispanics' General Knowledge and Beliefs About Physical Activity and
Exercise:]{.underline}

-   Although most believe physical activity and exercise play a positive
    role in managing arthritis, there is an expressed lack of knowledge
    regarding specific types of activities that will help. There is also
    an importance placed on being able to rationalize behaviors with
    concrete outcomes---they want to know that exercising my knee this
    way will help take this pain away

-   Hispanics who are actively engaged in physical activity and exercise
    for their arthritis believe it is a good alternative to taking
    medications

[Areas of Misinformation/Lack of Information:]{.underline}

-   Some Hispanics believe arthritis comes from working with their
    bodies; therefore, they are skeptical that doing more exercise or
    physical activity will help

[Attitudes About Arthritis:]{.underline}

-   Many Hispanics accept arthritis as a part of life

-   Many discussed coping mentally and spiritually with arthritis as an
    important part of addressing more subtle aspects of the disease,
    such as depression and feelings of helplessness

-   Many spoke of their faith in God and the strength they find in that
    faith to cope with the arthritis. For some, acknowledging that they
    have little or no control over the disease has caused them to turn
    to their faith even more for comfort and support

[Attitudes About Physical Activity and Exercise:]{.underline}

-   Hispanics make distinctions between exercise and physical activity
    according to the intent behind the activity. For example, while
    exercise connotes an activity solely with the purpose of exercise,
    physical activity can be a routine activity that may be physically
    strenuous but is not intended for exercise

-   Negative aspects of physical activity and exercise are that it can
    be high-impact, can lead to injury if done incorrectly or increase
    intensity of the pain from arthritis

-   There are several barriers to increased physical activity and
    exercise:

    -   Lack of information on how to do physical activity or exercise,
        or what specific exercises do

    -   Lack of time to set aside for physical activity/exercise

    -   Lack of energy or motivation to be active after working all day

    -   Experience of pain that prevents certain physical activities and
        exercises

    -   Lack of resources to support physical activity and exercises

[Some Insights Specific to Hispanic Women:]{.underline}

-   Arthritis causes fear and worry that they will not be able to work
    and take care of their families in the future. They are afraid they
    will not be able to perform family duties

-   Many describe becoming depressed because of their arthritis. They
    are embarrassed and in some cases, ashamed by the limitations
    arthritis imposes upon them

-   Women do not like to take arthritis medicine because of its powerful
    side effects; they would rather endure the pain than suffer the
    effects of such strong medicine

-   Most women believe they should watch their diets, lose weight, and
    exercise more to better manage their arthritis. Most reported
    walking to be a fairly regular routine for feeling better

[Some Insights Specific to Hispanic Men]{.underline}

-   Hispanic men talk about pain as something they just have to endure
    without complaining. Men report that they won't complain or go to
    the doctor until they are "practically dying"

-   Many men experience difficulties with their work due to arthritis.
    Some have had to change their jobs or learn new skills to compensate
    for their limitations. Anger, shame, and frustration are some of the
    common responses to the activity limitations caused by arthritis

-   Additionally, men are distressed by the limitations arthritis can
    put on their family lives, including their love lives. They also are
    afraid they will not be able to provide for their families

[Physicians' Knowledge, Attitudes, Beliefs and Behaviors]{.underline}

-   Physicians acknowledge arthritis as a major problem for Hispanics.
    They also believe that arthritis is a part of a more complex
    problem, stemming from the co-morbid occurrence of other conditions,
    such as obesity, diabetes, heart disease, and depression

-   Physicians rarely see Hispanic patients about their arthritis,
    although when they do, it tends to already have become a major
    health problem

-   Arthritis is a lower health priority to Hispanic physicians and
    patients alike than other conditions

-   Physicians commented that Hispanic patients are resigned to the
    feeling that their arthritis is beyond their control

-   Physicians commented that an important part of getting patients to
    actively manage their arthritis by making behavioral changes is to
    shift Hispanic/Latino attitudes from the belief arthritis can be
    cured with medications. They need to understand that arthritis is a
    "chronic" disease that can be "managed" and "controlled," physicians
    stated

**Print Creative Materials**

\~

[Print Advertising (7 x 10)]{.underline}

*All four versions in English and Spanish*

[Flyer (8.5 x 11)]{.underline}

*One example each, English and Spanish*

[Bill Stuffer (5.25 x 3.25)]{.underline}

*One example each, English and Spanish*

[Bookmark (2.25 x 6)]{.underline}

# One example each, English and Spanish

[Outdoor Billboard (19' x 48')]{.underline}

One example each, English and Spanish

[Bus Shelter Placard (4' x 6')]{.underline}

One example each, English and Spanish

[Brochure (8.5 x 11)]{.underline}

Spanish version; English text

[Sticker (4 x 3)]{.underline}

One example each, English and Spanish

\~

\*The following creative is for [viewing only]{.underline}.

Please use materials provided on DVD/CD to implement creative.

Print Advertisement

7 x 10

![](media/image1.jpeg){width="4.288888888888889in"
height="6.124305555555556in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

# Print Advertisement

7 x 10

![](media/image2.jpeg){width="4.288888888888889in"
height="6.124305555555556in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

*Print Advertisement*

7 x 10

![](media/image3.jpeg){width="4.288888888888889in"
height="6.124305555555556in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

*Print Advertisement*

7 x 10

![](media/image4.jpeg){width="4.288888888888889in"
height="6.124305555555556in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

# Print Advertisement

7 x 10

![](media/image5.png){width="4.275in" height="6.129861111111111in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

*Print Advertisement*

7 x 10

![](media/image6.png){width="4.740277777777778in"
height="6.758333333333334in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

*Print Advertisement*

7 x 10

![](media/image7.png){width="4.738888888888889in"
height="6.746527777777778in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

*Print Advertisement*

7 x 10

![](media/image8.png){width="4.740972222222222in"
height="6.771527777777778in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

# Flyer

8.5 x 11

![](media/image9.jpeg){width="4.9215277777777775in"
height="6.371527777777778in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

# Flyer

8.5 x 11

![](media/image10.jpeg){width="4.726388888888889in"
height="6.129166666666666in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Bill Stuffer

5.25 x 3.25

![](media/image11.jpeg){width="5.625in" height="3.477777777777778in"}

![](media/image12.jpeg){width="5.6875in" height="3.5166666666666666in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Bookmark

2.25 x 6

![](media/image13.png){width="2.5409722222222224in"
height="6.792361111111111in"}
![](media/image14.jpeg){width="2.3020833333333335in" height="6.76875in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Outdoor Billboard

19' x 48'

![](media/image15.jpeg){width="6.125in" height="2.7506944444444446in"}

![](media/image16.png){width="5.973611111111111in" height="2.35625in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Bus Shelter Placard

4' x 6'

![](media/image17.png){width="4.629166666666666in"
height="6.750694444444444in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Bus Shelter Placard

4' x 6'

![](media/image18.png){width="4.5125in" height="6.784722222222222in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Brochure

8.5 x 11

![](media/image19.jpeg){width="6.3in" height="5.2027777777777775in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Brochure

8.5 x 11

![](media/image20.jpeg){width="6.24375in" height="5.104166666666667in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

*English Brochure Copy*

**[Page One, Left Panel, Inside]{.underline}**

Good Morning Arthritis. You Won't Beat Me Today!

Don't let arthritis stop you! Moderate exercise can help.

Like most of the 2.6 million Hispanics who have arthritis, you've
probably tried all kinds of things to beat your arthritis.

Studies show that regular exercise can help you control your arthritis.
For many years, every­one thought that people with arthritis should rest
to spare their joints. In fact, just the opposite is true. Recent
studies show that moderate exercise helps people with arthritis feel
better in several ways.

# **[Page One, Middle Panel, Inside]{.underline}**

Regular, moderate exercise can help you:

-   Improve your mood and feel more in control.

-   Move more easily and do more activities with friends and loved ones.

-   Feel more energetic and positive about yourself.

-   Improve your ability to take care of and provide for your family.

If your joints hurt, you may not feel like exercising; however, lack of
exercise can actually make it harder to move and make you tire more
easily -- keeping you from doing the things you cherish, like taking
care of your family.

You may hurt a little at first when you start exercising, especially if
you are not used to it. But, most people who stick with a program of
regular exercise begin to feel better within four to six weeks.

What types of exercise are best?

For people with arthritis, low-impact activities at a moderate pace --
like walking, riding a bicycle and swimming -- are best. Any activity
that increases your heart rate or breathing without putting extra stress
on your joints can be good. Have your friends or family join in on the
fun by exercising with you.

How much exercise should you do?

Moderate exercise, that is exercise that increases your heart rate or
breathing, should be done 30 minutes a day for at least three days a
week. You can even exercise 10 minutes at a time, three times a day.

## 

## **[Page One, Right Panel, Inside]{.underline}**

Start slowly. Warm up and cool down.

If it has been a while since you've done regular exercise, start slowly.
Start with 10 or 15 minutes at a time. Let your body be your guide. If
you can't carry on a conversation, or if you feel severe pain during the
activity, you're probably pushing too hard.

Give your body a chance to warm up and cool down. For example, start and
end your walk with 5 minutes of walking at a slower speed.

# **[Page Two, Left Panel, Outside]{.underline}** 

Add variety. Make it fun with family and friends.

In the morning, go on a bike ride with your grandchildren. Then, take a
10-minute walk after dinner with a family member. Whatever you do, make
your goal at least 30 minutes of moderate exercise a day, three or more
days a week.

A regular program of moderate exercise should make it easier for you to
do all kinds of everyday activities that help you take care of your
family. In fact, in just four to six weeks you should begin to notice
improvement in your arthritis.

If you don't let arthritis beat you now, chances are good it won't beat
you later in life.

# **[Page Two, Middle Panel, Outside (This panel is in English)]{.underline}**

Good Morning Arthritis. You Won't Beat Me Today!

Don't let arthritis stop you! Moderate exercise can help.

Recent studies show that moderate exercise helps people with arthritis
feel better by improving your mood, increasing your energy, and
improving your ability to take care of and provide for your family.

What types of exercise are best?

For people with arthritis, low-impact activities at a moderate pace --
like walking, riding a bicycle and swimming -- are best. Any activity
that increases your heart rate or breathing without putting extra stress
on your joints can be good. Have your friends or family join in on the
fun by exercising with you.

How much exercise should you do?

Moderate exercise, that is exercise that increases your heart rate or
breathing, should be done 30 minutes a day for at least three days a
week. You can even exercise 10 minutes at a time, three times a day.

You may hurt a little at first when you start exercising, but most
people who stick with a program of regular exercise begin to feel better
within four to six weeks.

Good Morning Arthritis. You Won't Beat Me Today!

Call 1-800-568-4045 for more information.

A message from

The Department of Health & Human Services (logo)

The Centers for Disease Control and Prevention (logo)

The Arthritis Foundation (logo)

# **[Page Two, Right Panel/ FRONT COVER]{.underline}**

Good Morning Arthritis. You Won't Beat Me Today!

A message from

The Department of Health & Human Services

The Centers for Disease Control and Prevention

The Arthritis Foundation

Sticker

4 x 3

![](media/image21.png){width="5.996527777777778in"
height="4.489583333333333in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

Sticker

4 x 3

![](media/image22.png){width="5.996527777777778in"
height="4.4840277777777775in"}

SAMPLE CREATIVE. FOR VIEWING ONLY.

**Radio Scripts**

\~

> :60-second taped radio spot
>
> :50/:10-second taped radio spot with ability to add :10 second local
> tag
>
> :30-second taped radio spot
>
> :25/:05-second taped radio spot with ability to add :05 second local
> tag
>
> :30-second live announcer script
>
> (to be read by on-air personality, not pre-recorded)
>
> :25/:05-second live announcer script
>
> (to be read by on-air personality, not pre-recorded)
>
> \~

**Buenos Dias, Artritis**

**"I Will!"**

**:60 second version; no local tag option**

WOMAN: Today, even though I feel pain from my arthritis I will exercise.

MAN: I will walk.

WOMAN2: I will ride my bike.

MAN2: I know it will be difficult to start.

WOMAN: But I also know that afterwards, I will feel better.

ANNCR: Studies show that just 30 minutes of exercise a day at least 3
times a week can reduce the pain caused by arthritis and improve
mobility. Exercise can help you feel better in just 4 to 6 weeks whether
you exercise 10 minutes at a time 3 times a day or 30 minutes all at
once.

WOMAN: Arthritis, you have defeated me in the past.

MAN1: But today, you will not beat me.

ANNCR: Don't let arthritis beat you. Choose an exercise that gets your
heart rate up a little. For more information, call 1-800-568-4045. This
is a message from the Department of Health and Human Services, The
Centers for Disease Control and Prevention and the Arthritis Foundation.

***Buenos Días, Artritis***

**"¡Te ganaré!"**

**versión de :60 segundos, sin opción de comercial local.**

WOMAN: Hoy, aunque sienta dolor por mi artritis, haré ejercicio.

MAN: Caminaré.

WOMAN2: Andaré en bicicleta.

MAN2: Sé que será difícil comenzar.

WOMAN: Pero también sé que después me sentiré mejor.

ANNCR: Los estudios demuestran que tan sólo 30 minutos de ejercicio por
día, por lo menos tres veces a la semana, pueden reducir los dolores
provocados por la artritis y mejorar la movilidad. El ejercicio te
ayudará a sentirte mejor en sólo 4 a 6 semanas ya sea que hagas
ejercicio durante 10 minutos 3 veces por día o 30 minutos de una sola
vez.

WOMAN: Artritis, tu me has vencido en el pasado

MAN1: Pero hoy, no me vencerás.

ANNCR: ¡No dejes que la artritis te gane! Elige un ejercicio que acelere
tu ritmo cardíaco. Para más información, llama al 1-800-568-4045. Este
es un mensaje del Departamento de Salud y Servicios Humanos, los Centros
para el Control y la Prevención de Enfermedades y de la Fundación contra
la Artritis.

**Buenos Dias, Artritis**

# **"I Will!"** 

**:50 second version with option for :10 second local tag**

WOMAN: Today, even though I feel pain from arthritis, I will exercise.

MAN2: I know it will be difficult to start.

WOMAN2: But I also know that afterwards I will feel better.

ANNCR: Studies show that just 30 minutes a day of exercise at least 3
times a week can reduce the pain from arthritis and improve
mobility---whether you exercise for periods of 10 minutes 3 times a day
or for 30 minutes at one time.

WOMAN: Arthritis, you have beaten me in the past.

MAN1: But today you will not beat me.

ANNCR: Don't let arthritis beat you. Choose an exercise that gets your
heart rate up. For more information, call 1-800-568-4045. This is a
message from the Department of Health and Human Services, The Centers
for Disease Control and Prevention and the Arthritis Foundation.

:10 TAG

## 

**Buenos Días, Artritis**

# **"¡Te ganaré!"**

**versión de :50 segundos con opción para comercial local de :10
segundos**

WOMAN: Hoy, aunque sienta dolor por mi artritis, haré ejercicio.

MAN2: Sé que será difícil comenzar.

WOMAN2: Pero también sé que después me sentiré mejor.

ANNCR: Los estudios demuestran que tan sólo 30 minutos de ejercicio por
día, por lo menos tres veces a la semana, reducen los dolores provocados
por la artritis y mejoran la movilidad ---ya sea que hagas ejercicio en
períodos de 10 minutos 3 veces al día o de 30 minutos de una sola vez.

WOMAN: Artritis, tu me has vencido en el pasado.

MAN1: Pero hoy, no me vencerás.

ANNCR: ¡No dejes que la artritis te gane! Elige un ejercicio que acelere
tu ritmo cardíaco. Para más información, llama al 1-800-568-4045. Este
es un mensaje del Departamento de Salud y Servicios Humanos, los Centros
para el Control y la Prevención de Enfermedades y de la Fundación contra
la Artritis.

COMERCIAL DE :10

***Buenos Dias, Artritis***

**"I Will!"**

**:30 second version, no option for local tag**

ANNCR: If you have arthritis, studies show that just 30 minutes of
exercise daily at least 3 times a week can reduce the pain caused by
arthritis and improve mobility.

WOMAN: Today, arthritis will not beat me.

ANNCR: Exercise and don't let arthritis beat you. For more information,
call 1-800-568-4045. This is a message from the Department of Health and
Human Services, The Centers for Disease Control and Prevention and the
Arthritis Foundation.

***Buenos Días, Artritis***

**"¡Te ganaré!"**

**versión de :30 segundos, sin opción para un comercial local.**

ANNCR: Si tienes artritis, los estudios demuestran que tan sólo 30
minutos de ejercicio diarios por lo menos 3 veces a la semana pueden
reducir los dolores provocados por la artritis y mejorar la movilidad.

WOMAN: Hoy, la artritis no me vencerá.

ANNCR: Hagas ejercicio y no dejes que la artritis te gane. Para más
información, llama al 1-800-568-4045. Este es un mensaje del
Departamento de Salud y Servicios Humanos, los Centros para el Control y
la Prevención de Enfermedades y de la Fundación contra la Artritis.

***Buenos Dias, Artritis***

**"I Will!"**

**:25/:05 second version, with :5 second option for local tag**

ANNCR: If you have arthritis, studies show that just 30 minutes of
exercise daily at least 3 times a week can reduce the pain caused by
arthritis and improve mobility. Exercise and don't let arthritis beat
you. For more information, call 1-800-568-4045. This is a message from
the Department of Health and Human Services, The Centers for Disease
Control and Prevention and the Arthritis Foundation.

:05 TAG

***Buenos Días, Artritis***

**"¡Te ganaré!"**

**versión de :25/:05 segundos, con opción para un comercial**

**local de :05 segundos**

ANNCR: Si tienes artritis, los estudios demuestran que tan sólo 30
minutos de ejercicio diarios por lo menos 3 veces a la semana pueden
reducir los dolores provocados por la artritis y mejorar la movilidad.
Hagas ejercicio y no dejes que la artritis te gane. Para más
información, llama al 1-800-568-4045. Este es un mensaje del
Departamento de Salud y Servicios Humanos, los Centros para el Control y
la Prevención de Enfermedades y de la Fundación contra la Artritis.

COMERCIAL DE :05

### LIVE ANNOUNCER SCRIPT

To be read by the live radio personality.

***Buenos Dias, Artritis***

**"I Will!"**

**:30 second version, no local tag**

Today, don't let arthritis beat you!

Studies show that just 30 minutes of exercise daily at least 3 times a
week can reduce the pain caused by arthritis and improve mobility.

Exercise and don't let arthritis beat you. For more information, call
1-800-568-4045. This is a message from the Department of Health and
Human Services, The Centers for Disease Control and Prevention and the
Arthritis Foundation.

#### 

***Buenos Días, Artritis***

**"¡Te ganaré!"**

**versión de :30 segundos, sin opción para un comercial local.**

¡Hoy, no dejes que la atritis te gane!

Los estudios demuestran que tan sólo 30 minutos de ejercicio diarios por
lo menos 3 veces a la semana pueden reducir el dolor causado por la
artritis y mejorar la movilidad.

Hagas ejercicio y no dejes que la artritis te gane. Para más
información, llama al 1-800-568-4045. Este es un mensaje del
Departamento de Salud y Servicios Humanos, los Centros para el Control y
la Prevención de Enfermedades y de la Fundación contra la Artritis.

### LIVE ANNOUNCER SCRIPT

To be read by the live radio personality.

***Buenos Dias, Artritis***

**"I Will!"**

**:25/:05 second version, with :5 second local tag**

If you have arthritis, studies show that just 30 minutes of exercise
daily at least 3 times a week can reduce the pain caused by arthritis
and improve mobility.

Exercise and don't let arthritis beat you. For more information, call
1-800-568-4045. This is a message from the Department of Health and
Human Services, The Centers for Disease Control and Prevention and the
Arthritis Foundation.

:05 TAG

***Buenos Días, Artritis***

**"¡Te ganaré!"**

**versión de :25/:05 segundos, con opción para un comercial**

**local de :05 segundos**

ANNCR: Si tienes artritis, los estudios demuestran que tan sólo 30
minutos de ejercicio diarios por lo menos 3 veces a la semana pueden
reducir los dolores provocados por la artritis y mejorar la movilidad.
Hagas ejercicio y no dejes que la artritis te gane. Para más
información, llama al 1-800-568-4045. Este es un mensaje del
Departamento de Salud y Servicios Humanos, los Centros para el Control y
la Prevención de Enfermedades y de la Fundación contra la Artritis.

*COMERCIAL DE :05*

**Printing and Reproduction Specifications**

The CD and DVD provided with this guide include all the creative
elements in a variety of formats to help you successfully implement this
campaign.

**[Viewing/Printing/Listening to Your Materials:]{.underline}**

[Print:]{.underline} You can view all of the print materials from PDF
files, which are read by Adobe^^ Acrobat^^. Most office computers have
Adobe^^ Acrobat^^ Reader installed, which allows you to view and print
all of the non-localizable print executions. If you don't have Adobe,
use this link <http://www.adobe.com/products/acrobat/readstep2.html> to
download it for free and follow the instructions. The materials provided
in Quark are the versions you can localize and are specifically for use
by a designer, a media outlet, or a print services (i.e.;Kinko's-type)
company.

Most of the non-localizable versions of print materials are available in
high resolution PDFs---this means they are print quality. However, the
outdoor billboard and bus shelter placard are provided in PDF low
resolution **for viewing only**. Please use the Quark files located on
the DVD for printing.

In addition, the non-localizable versions of the brochure, outdoor
billboard, and bus shelter placard are also provided in Quark because
these materials often require the highest level of print quality. (a
Quark file offers a higher level of print quality than does a PDF.)

[Radio:]{.underline} Your radio creative is provided in hard copy within
this guide, in both English and Spanish. The CD labeled with the radio
spots is a MP3 CD. It can only be played on a computer equipped with MP3
software, such as Windows Media Player or Itunes, or a stereo equipped
to play MP3s.

**[Localizing Your Materials:]{.underline}**

[Print:]{.underline} Use the materials in Quark format to localize your
information. Ask your media representative if he/she is willing to
localize the materials for you for free. If the representative cannot,
you can take the CD ROM to a local print or design shop for
customization. If you are adding another logo to the piece, be sure to
obtain that logo in the format (jpeg, pdf, tiff, etc.) requested by the
media outlet/designer. NOTE: Only health department or Arthritis
coalition logos can be added without permission from CDC's Technology
Transfer Office. See Section III-Additional Resources, Appendix L,
Frequently Asked Questions for more information.

[Radio:]{.underline} To localize your radio spots, first try to work
with the radio station you are placing the PSA or ad on. If they are
unable to localize it for you, find a recording studio in your area.

\*Be aware that even if a media outlet is willing to adapt your
materials for you, they may still charge a small fee.

**[Creating High-Resolution, Camera-Ready Slicks:]{.underline}**

You may also choose to create slicks for distribution in your media
kits. Slicks are an easy way for small publications to quickly drop-in
your creative. To create the slicks, take the CD to a local designer or
print shop and let them know what you want. Your design shop will work
with you to select the best application (PDF or Quark) based on your
quality needs.

**[Resizing Your Print Materials:]{.underline}**

Whether you are interested in using the national/non-localizable or
local versions of your print materials, you may have a need for a
different size than what is provided. Simply work with your media outlet
or designer to resize the Quark versions provided. The Quark versions
include a space for an additional logo. If you do not have an additional
logo, just ask them to equally space out the logos.

**[Sending Materials to Media Outlets:]{.underline}**

When sending materials to a media outlet for either print or radio,
e-mail your selected file or burn a copy of the creative onto a CD. It's
important to speak with your media representative first, as some
outlet's e-mail systems will not accept large attachments.

**[CD and DVD Disc Reports:]{.underline}**

These reports are a complete listing of the materials on your CD and
DVD. Be sure to ask your printer or graphic designer if he or she would
like a copy of the report before beginning your project. We have found
it helpful in guiding designers and printers in finding all the correct
files. The disk reports are available as a separate file on Disk 1.

[Section III]{.underline}

Additional Resources

APPENDIX A -- Implementation Planning Worksheet

+----------------------+-----------------------------------------------+
| **Select target      |                                               |
| audience/market      |                                               |
| segment**            |                                               |
|                      |                                               |
| The campaign is      |                                               |
| designed for         |                                               |
| Hispanic men and     |                                               |
| women between the    |                                               |
| ages of 45-64 with   |                                               |
| incomes below        |                                               |
| \$35,000             |                                               |
+----------------------+-----------------------------------------------+
| Does your local      |                                               |
| market include the   |                                               |
| entire audience      |                                               |
| segment, or will you |                                               |
| focus on a subset?   |                                               |
| Be specific.         |                                               |
+----------------------+-----------------------------------------------+
| Which cities/areas   |                                               |
| in your state have   |                                               |
| high concentrations  |                                               |
| of your target       |                                               |
| audience? Where will |                                               |
| you target efforts?  |                                               |
| Be specific.         |                                               |
+----------------------+-----------------------------------------------+
| **What do you know   |                                               |
| about this audience  |                                               |
| and the community?** |                                               |
+----------------------+-----------------------------------------------+
| What radio stations  |                                               |
| do they listen to?   |                                               |
+----------------------+-----------------------------------------------+
| What time of day     |                                               |
| does the target      |                                               |
| audience listen to   |                                               |
| the radio?           |                                               |
+----------------------+-----------------------------------------------+
| What newspapers do   |                                               |
| they read?           |                                               |
+----------------------+-----------------------------------------------+
| Does your target     |                                               |
| audience listen to   |                                               |
| or read both Spanish |                                               |
| and English media?   |                                               |
| If yes, how will     |                                               |
| your approach take   |                                               |
| your audiences'      |                                               |
| media habits into    |                                               |
| consideration?       |                                               |
+----------------------+-----------------------------------------------+
| What community       |                                               |
| locations do they    |                                               |
| frequent ? These are |                                               |
| potential locations  |                                               |
| for                  |                                               |
| brochures/posters.   |                                               |
+----------------------+-----------------------------------------------+
| **Who are your       |                                               |
| logical partners to  |                                               |
| help you reach this  |                                               |
| audience with the    |                                               |
| message?**           |                                               |
+----------------------+-----------------------------------------------+
| What local           |                                               |
| organizations        |                                               |
| already have         |                                               |
| relationships with   |                                               |
| or interest in your  |                                               |
| target audience?     |                                               |
| Consider both        |                                               |
| Hispanic and         |                                               |
| mainstream           |                                               |
| organizations.       |                                               |
+----------------------+-----------------------------------------------+
| How can you partner  |                                               |
| with them? What      |                                               |
| tools/resources do   |                                               |
| you have to help     |                                               |
| them serve their     |                                               |
| audience better?     |                                               |
+----------------------+-----------------------------------------------+
| What events or       |                                               |
| activities do these  |                                               |
| organizations host   |                                               |
| in which you could   |                                               |
| partner/participate? |                                               |
+----------------------+-----------------------------------------------+
| **When is a good     |                                               |
| time to run the      |                                               |
| campaign?**          |                                               |
+----------------------+-----------------------------------------------+
| Are there any        |                                               |
| existing events,     |                                               |
| observances or       |                                               |
| activities in which  |                                               |
| you can participate? |                                               |
+----------------------+-----------------------------------------------+
| Are there any        |                                               |
| competing activities |                                               |
| to avoid?            |                                               |
+----------------------+-----------------------------------------------+
| **Which materials    |                                               |
| best match your      |                                               |
| campaign target      |                                               |
| audience and         |                                               |
| plans?**             |                                               |
+----------------------+-----------------------------------------------+
| What materials are   |                                               |
| you planning to use? |                                               |
| At a minimum, you    |                                               |
| need to use          |                                               |
| brochures and either |                                               |
| the radio spots,     |                                               |
| billboard, or bus    |                                               |
| shelter placard.     |                                               |
+----------------------+-----------------------------------------------+
| Will print ads,      |                                               |
| flyers, bill         |                                               |
| stuffers, and/or     |                                               |
| bookmarks help you   |                                               |
| to reach the target  |                                               |
| audience?            |                                               |
+----------------------+-----------------------------------------------+
| **How will you track |                                               |
| the reach of your    |                                               |
| campaign efforts?**  |                                               |
+----------------------+-----------------------------------------------+
| Can you get          |                                               |
| readership, traffic  |                                               |
| (volume of people)   |                                               |
| or listner reports?  |                                               |
+----------------------+-----------------------------------------------+
| Can you track the    |                                               |
| number of inquiries  |                                               |
| coming into your     |                                               |
| designated phone     |                                               |
| number and/or web    |                                               |
| site?                |                                               |
+----------------------+-----------------------------------------------+
| Can you track the    |                                               |
| number of brochures  |                                               |
| or flyers            |                                               |
| distributed, as well |                                               |
| as how many were     |                                               |
| picked up by         |                                               |
| consumers?           |                                               |
+----------------------+-----------------------------------------------+
| Are there other      |                                               |
| measures you should  |                                               |
| consider in order to |                                               |
| effectively track    |                                               |
| your efforts?        |                                               |
+----------------------+-----------------------------------------------+
| **How will you       |                                               |
| direct consumers to  |                                               |
| additional           |                                               |
| resources? What      |                                               |
| response mechanism   |                                               |
| will you use?**      |                                               |
+----------------------+-----------------------------------------------+
| Will you use the     |                                               |
| Arthritis            |                                               |
| Foundation's web     |                                               |
| site address?        |                                               |
+----------------------+-----------------------------------------------+
| Will you use the     |                                               |
| Arthritis            |                                               |
| Foundation's 800     |                                               |
| number or a local    |                                               |
| phone number?        |                                               |
+----------------------+-----------------------------------------------+
| How will your        |                                               |
| response mechanism   |                                               |
| affect your ability  |                                               |
| to track the         |                                               |
| effectiveness of the |                                               |
| campaign? Think      |                                               |
| through your         |                                               |
| rationale.           |                                               |
+----------------------+-----------------------------------------------+
| Can you identify     |                                               |
| local arthritis      |                                               |
| classes which have a |                                               |
| Spanish-speaking     |                                               |
| instructor           |                                               |
| available?           |                                               |
+----------------------+-----------------------------------------------+

ANEXO A -- Planilla de trabajo de planificación de la implementación

+----------------------+-----------------------------------------------+
| **Seleccionar el     |                                               |
| segmento de          |                                               |
| audiencia/mercado    |                                               |
| objetivo**           |                                               |
|                      |                                               |
| La campaña está      |                                               |
| diseñada para        |                                               |
| hombres y mujeres    |                                               |
| hispanos de entre 45 |                                               |
| y 64 años de edad    |                                               |
| con ingresos         |                                               |
| inferiores a         |                                               |
| \$35,000             |                                               |
+----------------------+-----------------------------------------------+
| ¿Incluye su mercado  |                                               |
| local todo el        |                                               |
| segmento de la       |                                               |
| audiencia o se       |                                               |
| concentrará sólo en  |                                               |
| un subgrupo? Sea     |                                               |
| específico.          |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué ciudades/áreas  |                                               |
| de su estado tienen  |                                               |
| la mayor             |                                               |
| concentración de     |                                               |
| audiencia objetivo?  |                                               |
| ¿Hacia dónde         |                                               |
| apuntará sus         |                                               |
| esfuerzos? Sea       |                                               |
| específico.          |                                               |
+----------------------+-----------------------------------------------+
| **¿Qué sabe acerca   |                                               |
| de esta audiencia y  |                                               |
| la comunidad?**      |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué estaciones de   |                                               |
| radio escucha?       |                                               |
+----------------------+-----------------------------------------------+
| ¿En qué horario del  |                                               |
| día la audiencia     |                                               |
| objetivo escucha la  |                                               |
| radio?               |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué periódicos lee? |                                               |
+----------------------+-----------------------------------------------+
| ¿La audiencia        |                                               |
| objetivo escucha o   |                                               |
| lee medios de        |                                               |
| comunicación en      |                                               |
| español e inglés? En |                                               |
| caso afirmativo, ¿de |                                               |
| qué forma tendrá en  |                                               |
| cuenta su enfoque    |                                               |
| los hábitos de las   |                                               |
| audiencias en lo     |                                               |
| referente a medios   |                                               |
| de comunicación?     |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué lugares de la   |                                               |
| comunidad frecuentan |                                               |
| (ubicación potencial |                                               |
| para los             |                                               |
| folletos/carteles)?  |                                               |
+----------------------+-----------------------------------------------+
| **¿Quiénes son sus   |                                               |
| socios lógicos para  |                                               |
| ayudarlo a llegar    |                                               |
| con el mensaje a     |                                               |
| esta audiencia?**    |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué organizaciones  |                                               |
| locales ya tienen    |                                               |
| relación con la      |                                               |
| audiencia objetivo o |                                               |
| tienen interés en    |                                               |
| ella? Considere      |                                               |
| tanto las            |                                               |
| organizaciones       |                                               |
| convencionales como  |                                               |
| las hispanas.        |                                               |
+----------------------+-----------------------------------------------+
| ¿Cómo puede          |                                               |
| asociarse con ellos? |                                               |
| ¿Qué                 |                                               |
| h                    |                                               |
| erramientas/recursos |                                               |
| tiene para ayudarlos |                                               |
| a atender mejor a la |                                               |
| audiencia?           |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué eventos o       |                                               |
| actividades llevan a |                                               |
| cabo estas           |                                               |
| organizaciones dónde |                                               |
| usted puede          |                                               |
| asociarse o          |                                               |
| participar?          |                                               |
+----------------------+-----------------------------------------------+
| **¿Cuál es un buen   |                                               |
| momento para         |                                               |
| realizar la          |                                               |
| campaña?**           |                                               |
+----------------------+-----------------------------------------------+
| ¿Hay algunos         |                                               |
| eventos, ceremonias  |                                               |
| o actividades en las |                                               |
| cuáles puede         |                                               |
| participar?          |                                               |
+----------------------+-----------------------------------------------+
| ¿Hay algunas         |                                               |
| actividades rivales  |                                               |
| que debe evitar?     |                                               |
+----------------------+-----------------------------------------------+
| **¿Qué materiales se |                                               |
| adaptan mejor a su   |                                               |
| audiencia objetivo y |                                               |
| a los planes de su   |                                               |
| campaña?**           |                                               |
+----------------------+-----------------------------------------------+
| ¿Qué materiales      |                                               |
| planea usar? Como    |                                               |
| mínimo, necesita     |                                               |
| usar folletos y      |                                               |
| espacios de radio,   |                                               |
| carteleras o         |                                               |
| carteles en los      |                                               |
| omnibuses.           |                                               |
+----------------------+-----------------------------------------------+
| ¿La publicidad       |                                               |
| impresa, los         |                                               |
| volantes, los        |                                               |
| rellenos de las      |                                               |
| carteleras y/o       |                                               |
| señaladores le       |                                               |
| ayudarán a llegar a  |                                               |
| la audiencia?        |                                               |
+----------------------+-----------------------------------------------+
| **¿Cómo rastreará la |                                               |
| llegada de los       |                                               |
| esfuerzos de la      |                                               |
| campaña?**           |                                               |
+----------------------+-----------------------------------------------+
| ¿Puede obtener       |                                               |
| informes de          |                                               |
| lectores, de tráfico |                                               |
| (volumen de gente) o |                                               |
| de oyentes?          |                                               |
+----------------------+-----------------------------------------------+
| ¿Puede rastrear la   |                                               |
| cantidad de          |                                               |
| consultas que se     |                                               |
| realizan a un número |                                               |
| telefónico designado |                                               |
| y/o su sitio en      |                                               |
| Internet?            |                                               |
+----------------------+-----------------------------------------------+
| ¿Puede rastrear la   |                                               |
| cantidad de folletos |                                               |
| o volantes           |                                               |
| distribuidos así     |                                               |
| como también cuántos |                                               |
| fueron recogidos por |                                               |
| los consumidores?    |                                               |
+----------------------+-----------------------------------------------+
| ¿Hay otras medidas   |                                               |
| que debería          |                                               |
| considerar para      |                                               |
| rastrear sus         |                                               |
| esfuerzos con        |                                               |
| eficacia?            |                                               |
+----------------------+-----------------------------------------------+
| **¿Cómo dirigirá a   |                                               |
| los consumidores     |                                               |
| para que encuentren  |                                               |
| los recursos         |                                               |
| adicionales? ¿Qué    |                                               |
| mecanismos de        |                                               |
| respuesta            |                                               |
| utilizará?**         |                                               |
+----------------------+-----------------------------------------------+
| ¿Utilizará la        |                                               |
| dirección del sitio  |                                               |
| en Internet de la    |                                               |
| Fundación contra la  |                                               |
| Artritis (Arthritis  |                                               |
| Foundation)?         |                                               |
+----------------------+-----------------------------------------------+
| ¿Utilizará el número |                                               |
| 800 de la Fundación  |                                               |
| contra la Artritis   |                                               |
| (Arthritis           |                                               |
| Foundation) o un     |                                               |
| número telefónico    |                                               |
| local?               |                                               |
+----------------------+-----------------------------------------------+
| ¿Cómo afectará el    |                                               |
| mecanismo de         |                                               |
| respuesta su         |                                               |
| capacidad para       |                                               |
| rastrear la eficacia |                                               |
| de la campaña?       |                                               |
| Medite su análisis.  |                                               |
+----------------------+-----------------------------------------------+
| ¿Puede identificar   |                                               |
| clases locales sobre |                                               |
| la artritis en dónde |                                               |
| se dispone de un     |                                               |
| instructor de habla  |                                               |
| hispana, por         |                                               |
| ejemplo, ASHC, PACE, |                                               |
| ejercicios           |                                               |
| acuáticos, etc.?     |                                               |
+----------------------+-----------------------------------------------+

# APPENDIX B -- Sample Pitch Letter for Public Service Director 

# 

(Feel free to personalize this letter and put it on your organization's
letterhead.)

\[PUBLIC SERVICE DIRECTOR'S NAME\]

\[ADDRESS\]

\[ADDRESS\]

\[ZIP\]

Dear Mr./Ms. \[NAME\]:

\[INSERT STATE NUMBER\] Hispanics in \[YOUR STATE\] live with arthritis,
the most prevalent chronic condition in the U.S., affecting more than 20
percent of the population. And, this number is expected to rise.

Unfortunately, in comparison to whites, a higher proportion of Hispanics
have work limitations related to arthritis and severe joint pain. Yet
many Hispanics don't know that moderate exercise for just 30 minutes a
day, three or more times a week, can not only lessen pain but can also
help them become more active and energetic.

You can help those in your state beat arthritis!

The enclosed PSA(s) will help your \[LISTENERS/READERS\] learn more
about what they can do themselves to relieve pain, stiffness, and
disability associated with arthritis. Included is a toll-free \[OR
LOCAL\] telephone number that your \[LISTENERS/ READERS\] can call to
get more information: 1-800-568-4045 \[OR REPLACE THIS WITH YOUR LOCAL
TELEPHONE NUMBER\]. We hope that you will help us encourage the many
Hispanic citizens in our community who have arthritis pain and
disability to become more active and participate in work and leisure
activities, which are critical to quality of life.

I will follow up this letter with a phone call in the next week and at
that time can provide you with any additional information and materials.
Thank you in advance for your time and your support.

Sincerely,

\[NAME\]

\[TITLE\]

\[ORGANIZATION\]

\[PHONE\]

**TIP:** YOU MAY WANT TO INCLUDE THE ENGLISH AND SPANISH CREATIVE
MATERIALS, IF FOR NO OTHER REASON THAN FOR THE REVIEWER'S REFERENCE.

# ANEXO B -- Modelo de carta de propaganda para el Director de los Servicios Públicos 

(Siéntase libre de personalizar esta carta y colocarle el membrete de su
organización).

\[NOMBRE DEL DIRECTOR DE LOS SERVICIOS PÚBLICOS\]

\[DIRECCIÓN\]

\[DIRECCIÓN\]

\[CÓDIGO POSTAL\]

Estimado/a Sr./Sra. \[NOMBRE\]:

\[INSERTE EL NÚMERO DE ESTADO\] Los hispanos de \[SU ESTADO\] conviven
con la artritis, la enfermedad crónica con mayor prevalencia de los
EE.UU., que afecta a más del 20 por ciento de la población. Y se espera
que aumente esta cantidad.

Desdichadamente, en comparación con los caucásicos, una proporción mayor
de hispanos tienen limitaciones laborales relacionadas con la artritis y
dolores articulares graves. Aún así, muchos hispanos no saben que el
ejercicio moderado durante tan sólo 30 minutos por día, tres o más veces
por semana, no sólo puede reducir el dolor sino que también puede ayudar
a que se sienta más activo y tenga más energía.

¡Usted puede ayudar a aquéllas personas de su estado a ganarle a la
artritis!

El/ los anuncio(s) de servicio público (PSA) adjuntos ayudarán a los
\[OYENTES/LECTORES\] a informarse sobre lo que pueden hacer para aliviar
el dolor, la rigidez y las discapacidades asociadas con la artritis. Se
incluye un número telefónico gratuito \[O LOCAL\] al que sus \[OYENTES/
LECTORES\] pueden llamar para obtener más información: 1-800-568-4045
\[O REEMPLÁCELO POR SU NÚMERO TELEFÓNICO LOCAL\]. Esperamos que nos
ayude a alentar a muchos ciudadanos hispanos de nuestra comunidad que
padecen de artritis y discapacidades a aumentar su nivel de actividad y
participar en el trabajo y las actividades de esparcimiento críticas
para la calidad de vida.

Haré un seguimiento de esta carta con un llamado telefónico la semana
próxima y, en ese momento, podré proporcionarle cualquier otra
información y materiales adicionales. Gracias de antemano por su tiempo
y su apoyo.

Atentamente,

\[NOMBRE\]

\[CARGO\]

\[ORGANIZACIÓN\]

\[TELÉFONO\]

DATO: TAL VEZ QUIERA INCLUIR LAS VERSIONES EN ESPAÑOL E INGLÉS, AUNQUE
SEA PARA REFERENCIA DEL REVISOR.

#  

# 

# APPENDIX C -- Sample Letter: Response to Public Inquiries 

# 

Dear Mr./Ms. \[NAME\]:

Congratulations on taking the first step toward beating arthritis. Keep
going and you could be hurting less, moving more easily and feeling more
energetic in just four to six weeks.

Recent studies show that moderate exercise three or more days a week can
help relieve arthritis pain, improve your mood, help you to feel more in
control, give you more energy, and make you feel better about yourself.
Most importantly, exercise can help you improve your ability to take
care of and provide for your family.

Low impact activities at a moderate pace work best for people with
arthritis. These include walking, biking, swimming, and everyday
activities like gardening and washing the car.

You may hurt a little at first, especially if you are not regularly
exercising now. But most people who stick with a program feel better
within four to six weeks.

Enclosed you will find additional information outlining national and
local resources, as well as information on moderate exercise to help you
get active and beat arthritis.

If you don't let arthritis beat you now, chances are good it won't beat
you later in life!

Sincerely,

\[NAME\]

\[TITLE\]

\[ORGANIZATION\]

Enclosures:

*Buenos Dias, Artritis* brochure

Resources Fact Sheet

\[OTHER\]

*ANEXO C -- Modelo de carta: Respuesta para las consultas públicas*

# 

Estimado/a Sr./Sra. \[NOMBRE\]:

Felicitaciones por haber dado el primer paso para ganarle a la artritis.
Continúe así y podrá sufrir menos dolor, podrá moverse con más facilidad
y sentirse con más energía en sólo un período de cuatro a seis semanas.

Los estudios recientes indican que practicar ejercicio en forma moderada
tres o más veces por semana puede ayudar a aliviar el dolor artrítico,
mejorar el humor, ayudarlo a sentirse más en control, darle más energía
y hacer que se sienta mejor con usted mismo. Y lo que es más importante,
el ejercicio puede ayudarlo a mejorar su capacidad para cuidar de su
familia y ocuparse de ella.

Las actividades de bajo impacto a un ritmo moderado son las mejores para
las personas con artritis. Entre éstas se incluyen: caminar, andar en
bicicleta, nadar y actividades diarias como jardinería o lavar el
automóvil.

Puede sentir un poco de dolor al principio, especialmente si usted no
está haciendo ejercicio en forma regular. Pero la mayoría de la gente
que se adhiere al programa se siente mejor en el lapso de cuatro a seis
semanas.

Hemos adjuntado información adicional que describe los recursos locales
y nacionales, así como también información acerca del ejercicio moderado
para ayudarlo a mantenerse activo y ganarle a la artritis.

Si ahora no se deja vencer por la artritis, ¡lo más probable es que
tampoco lo haga más adelante!

Atentamente,

\[NOMBRE\]

\[CARGO\]

\[ORGANIZACIÓN\]

Material adjunto:

*Folleto Buenos Días, Artritis*

Hoja informativa de recursos

\[OTRO\]

# APPENDIX D -- Sample Thank You Letter Post Meeting

*(Feel free to personalize this letter and put it on your organization's
own letterhead.)*

\[PUBLIC SERVICE DIRECTOR'S NAME\]

\[ADDRESS\]

\[ADDRESS\]

\[ZIP\]

Dear Mr./Ms. \[NAME\]:

Thank you for taking the time out of your busy schedule to learn more
about how you can reduce the burden of arthritis affecting \[STATE'S\]
Hispanic population.

As the nation's number one cause of disability, arthritis affects one in
five Americans. In \[STATE\], there are more than \[INSERT NUMBER\]
people of Hispanic descent who are living with arthritis.

We appreciate your willingness to learn how you can support our efforts
by spreading the word that moderate exercise can lessen arthritis pain
and disability.

We know you receive many requests to support other campaigns and causes
with PSAs, and I thank you for considering *Buenos Dias, Artritis*.

Sincerely,

\[NAME\]

\[TITLE\]

\[ORGANIZATION\]

\[PHONE\]

# ANEXO D -- Modelo de carta de agradecimiento posterior a la reunión

*(Siéntase libre de personalizar esta carta y colocarle el membrete de
su organización).*

\[NOMBRE DEL DIRECTOR DE LOS SERVICIOS PÚBLICOS\]

\[DIRECCIÓN\]

\[DIRECCIÓN\]

\[CÓDIGO POSTAL\]

Estimado/a Sr./Sra. \[NOMBRE\]:

Le agradecemos que se tome un momento para informarse sobre cómo puede
reducir el peso que la artritis ejerce sobre la población hispana de
\[ESTADO\].

[]{.mark}

Como la causa numero uno de descapacidad en los estados unidos, la
arthritis afecta uno en cinco personas. En \[ESTADO\], hay más de
\[NUMERO\] personas de linaje hispano que estan viviendo con arthritis.

Agradecemos su interés en informarse sobre cómo puede apoyar nuestros
esfuerzos difundiendo el concepto de que el ejercicio moderado puede
reducir el dolor artrítico y las discapacidades.

Sabemos que recibe muchos pedidos para apoyar otras campañas y causas de
anuncios de servicios públicos (PSA, por sus siglas en inglés) y le
agradecemos que considere a *Buenos Días, Artritis*.

Atentamente,

\[NOMBRE\]

\[CARGO\]

\[ORGANIZACIÓN\]

\[TELÉFONO\]

*APPENDIX E -- Sample Thank You Letter After Media Runs PSA*

*(Feel free to personalize this letter and put it on your organization's
letterhead.)*

*(If possible, ask those living with arthritis to send similar
letters.)*

\[PUBLIC SERVICE DIRECTOR'S NAME\]

\[ADDRESS\]

\[ADDRESS\]

\[ZIP\]

Dear Mr./Ms. \[NAME\]:

Thank you!

On behalf of the Hispanic residents in the state of \[STATE HERE\],
thank you for sharing our important public service announcement about
arthritis and moderate exercise.

We have received a great deal of positive feedback on the PSA and your
support is recognized and truly appreciated. \[IF POSSIBLE, INCLUDE
INCREASES IN CALL VOLUME OR WEB SITE HITS SINCE THE PSA RAN TO SHOW THE
MEDIA OUTLET HOW THIS MESSAGE RESONATES WITH ITS AUDIENCE.\]

We hope you will continue to run the *Buenos Dias, Artritis* campaign
materials, helping us to spread the word that moderate exercise can help
our community beat arthritis!

Sincerely,

\[NAME\]

\[TITLE\]

\[ORGANIZATION\]

\[PHONE\]

ANEXO E -- Modelo de carta de agradecimiento después de que los medios
difundan el PSA.

*(Siéntase libre de personalizar esta carta y colocarle el membrete de
su organización).*

*(Si es posible, pida a aquéllos que padecen de artritis que envíen
cartas similares).*

\[NOMBRE DEL DIRECTOR DE LOS SERVICIOS PÚBLICOS\]

\[DIRECCIÓN\]

\[DIRECCIÓN\]

\[CÓDIGO POSTAL\]

Estimado/a Sr./Sra. \[NOMBRE\]:

¡Gracias!

En nombre de los residentes hispanos del estado de \[COLOCAR AQUÍ EL
NOMBRE DEL ESTADO\], queremos agradecerle por compartir nuestro
importante anuncio público (PSA, por sus siglas en inglés) sobre la
artritis y el ejercicio moderado.

Hemos recibido comentarios muy positivos sobre el PSA y reconocemos y
realmente agradecemos su apoyo. \[SI ES POSIBLE, INCLUIR EL AUMENTO EN
LA CANTIDAD DE LLAMADAS O DE VISITAS AL SITIO EN INTERNET DESDE QUE SE
REALIZÓ EL PSA PARA MOSTRAR A LOS MEDIOS CÓMO ESTE MENSAJE ES RECIBIDO
POR LA AUDIENCIA\].

¡Esperamos que continúe transmitiendo los materiales de la campaña
*Buenos Días, Artritis* y nos ayude a difundir el concepto de que el
ejercicio moderado puede ayudar a nuestra comunidad a ganarle a la
artritis!

Atentamente,

\[NOMBRE\]

\[CARGO\]

\[ORGANIZACIÓN\]

\[TELÉFONO\]

APPENDIX F -- Newsletter Article

**Don't Let Arthritis Beat You!**

**Moderate Exercise Can Help.**

In \[STATE\], there are more than \[INSERT NUMBER\] people of Hispanic
descent who are living with arthritis, yet many do not know that regular
moderate exercise can help them beat it. It's true!

"For many years, everyone thought that people with arthritis should rest
to spare their joints. In fact, just the opposite is true. Recent
studies show that becoming more active can help people with arthritis
feel better," said \[NAME, TITLE\] of \[STATE\]'s state health
department.

Studies show that regular moderate exercise can help you:

-   Improve mood and feel more in control

-   Move more easily and do more activities with friends and loved ones

-   Feel more energetic and positive about yourself

-   Improve your ability to take care of and provide for your family

Consider Mrs. \[BLANK\] who has been living with arthritis for more than
\[XX\] years. It used to keep her from taking care of her
family/socializing with friends/working. \["QUOTE FROM MRS. BLANK ON HOW
ARTHRITIS KEPT HER FROM DOING THE THINGS SHE LOVED," said MRS. BLANK.\]
Today, \[MRS. BLANK\] is more in control of her arthritis. \["QUOTE
ABOUT HOW REGULAR MODERATE EXERCISE HELPED HER REGAIN CONTROL OF HER
ARTHRITIS," said MRS. BLANK.\]

"If your joints hurt, you may not feel like being active; however, lack
of activity can actually make your joints even more stiff and painful,"
according to \[LAST NAME -- same name from state health department as
above\].

[What types of exercise are best?]{.underline}

For people with arthritis, low-impact activities at a moderate pace --
like walking, riding a bicycle and swimming -- are best. Any activity
that increases your heart rate or breathing without putting extra stress
on your joints can be good.

If it has been a while since you've done regular exercise, start slowly.
In fact, exercising just 10 minutes a day, three times a day for three
or more days a week can make a difference.

[Add variety. Make it fun with family and friends.]{.underline}

Try taking your grandchildren to the pool and swimming for 20 minutes.
Then, take a 10-minute walk with your spouse. Whatever you do, make your
goal at least 30 minutes of moderate exercise a day three or more days a
week.

If you don't let arthritis beat you now, chances are good it won't beat
you later in life.

To learn more about how you can beat arthritis call 1-800-568-4045,
click on the Arthritis Foundation's web site at
[www.arthritis.org/Espanol](http://www.arthritis.org/Espanol), or you
can also access the below resources:

[\[INSERT RESOURCES HERE\]]{.mark}

\[Include appropriate resources for your area. See Section III -
Additional Resources, Appendix G for a complete list of Arthritis
Foundation resources to include in this section. If available, include
local resources (programs, classes), as well as your local web site and
contact number.\]

**CONSIDER YOUR WORD COUNT REQUIREMENTS**

\[IF YOU ARE DEVELOPING THIS FOR A SPECIFIC PUBLICATION, ASK WHAT THE
REQUIREMENTS ARE FOR WORD COUNT. IF YOU ARE SENDING THIS TO A NUMBER OF
OUTLETS, SHOOT TO HAVE YOUR WORD COUNT BETWEEN 500 AND 1,000.\]

ANEXO F -- Artículo del boletín informativo

**¡No deje que la artritis le gane!**

**La actividad física moderada puede ayudarle.**

En \[ESTADO\], hay más de \[INSERTAR LA CANTIDAD\] personas de
descendencia hispana que padecen de artritis; aún así, muchos no saben
que el ejercicio moderado regular puede ayudar a vencerla. ¡Es verdad!

"Durante muchos años se creyó que la gente que padecía de artritis debía
descansar para evitar dañar las articulaciones. De hecho, resulta ser
todo lo contrario. Los estudios recientes indican que aumentar el nivel
de actividad puede ayudar a las personas con artritis a sentirse mejor",
dijo \[NOMBRE, CARGO\] del Departamento de Salud del Estado de
\[ESTADO\].

Los estudios demuestran que el ejercicio moderado regular puede ayudarlo
a:

-   Mejorar su estado de ánimo y sentirse más en control.

-   Moverse más fácilmente y realizar una mayor cantidad de actividades
    con sus amigos y seres queridos.

-   Sentirse con más energía y pensar de manera más positiva sobre sí
    mismo.

-   Mejorar su capacidad para cuidar de su familia y ocuparse de ella.

Piense en la Sra. \[EN BLANCO\] que sufre de artritis desde hace más de
\[XX\] años. La artritis le impedía cuidar de su familia/socializar con
sus amigos/trabajar. \["COMENTARIO DE LA SRA. -EN BLANCO- ACERCA DE CÓMO
LA ARTRITIS NO LA DEJABA REALIZAR LAS COSAS QUE LE GUSTABAN", dijo la
SRA. -EN BLANCO-\]. Hoy, la \[SRA. -EN BLANCO-\] tiene más control sobre
su artritis. \["COMENTARIO ACERCA DE CÓMO EL EJERCICIO MODERADO REGULAR
LA AYUDÓ A VOLVER A TENER CONTROL SOBRE SU ARTRITIS", dijo la SRA. -EN
BLANCO-\]

"Si le duelen las articulaciones, es probable que no tenga ganas de
mantenerse activa, sin embargo, la falta de actividad puede realmente
producir una mayor rigidez de las articulaciones y más dolor", según
\[APELLIDO -- mismo nombre que el de la persona del departamento de
salud del estado que mencionó con anterioridad\].

[¿Qué tipo de ejercicio es el mejor?]{.underline}

Para la gente que padece de artritis, las actividades de bajo impacto a
un paso moderado - como por ejemplo caminar, andar en bicicleta y
nadar - son las más recomendables. Cualquier actividad que incremente su
frecuencia cardíaca o respiratoria, sin ejercer una presión extra en las
articulaciones, puede ser buena.

Si ha pasado un tiempo desde la última vez que hizo ejercicio de manera
regular, hágalo con calma. De hecho, realizar ejercicio sólo 10 minutos
por día, tres veces por día, tres o más días por semana puede marcar la
diferencia.

[Haga que su rutina sea variada. Hágala divertida en compañía de
familiares y amigos.]{.underline}

Intente llevar a sus nietos a la piscina y nadar durante 20 minutos.
Después, camine 10 minutos con su cónyuge. Cualquiera sea la actividad
que realice, concéntrese en realizar al menos 30 minutos diarios de
ejercicio moderado durante tres o más días a la semana.

Si ahora no se deja vencer por la artritis, lo más probable es que
tampoco lo haga más adelante.

Para obtener más información sobre cómo ganarle a la artritis llame al
1-800-568-4045, haga clic en el sitio en Internet de la Fundación contra
la Artritis (Arthritis Foundation) en
[www.arthritis.org/Español](http://www.arthritis.org/Espanol), o también
puede acceder a los recursos que se mencionan a continuación:

[\[INSERTAR LOS RECURSOS AQUÍ\]]{.mark}

\[Incluir los recursos adecuados para su área. Ver el ANEXO G para
obtener una lista completa de los recursos de la Fundación contra la
Artritis (Arthritis Foundation) para incluir en esta sección. Si se
encuentra disponible, incluya los recursos locales (programas, clases),
así como también su sitio local en Internet y el número de contacto
telefónico\].

**CONSIDERE LOS REQUISITOS DEL RECUENTO DE PALABRAS**

\[SI ESTÁ PREPARANDO ESTO PARA UNA PUBLICACIÓN ESPECÍFICA, CONSULTE
CUÁNTAS PALABRAS PUEDE UTILIZAR. SI ESTÁ ENVIANDO ESTO A UNA CANTIDAD DE
SUCURSALES, EL RECUENTO DE PALABRAS DEBE SER ENTRE 500 Y 1,000\].

APPENDIX G -- Resources Fact Sheet

Consider putting this on your letterhead, sending it out with all public
inquires

and posting on your web site.

**[Additional Resources to Help You Beat Arthritis!]{.underline}**

**[Local Resources \[INCLUDE ONLY IF YOU HAVE SPANISH
OPTIONS\]:]{.underline}**

-   \[Local phone number with Spanish-speaking operator\]

-   \[Local web site, listing local programs and resources in Spanish\]

-   \[Local programs that are hosted by Spanish-speaking instructors\]

**[Resources from the National Institute on Aging:]{.underline}**

-   The National Institute on Aging offers resources in Spanish, as well
    as a Spanish-speaking specialist

-   To order a copy of the fact sheet, Consejos Sobre la Arthritis,
    which covers common forms of arthritis, treatment options and
    additional resources, call 1-800-222-2225 or visit
    [www.nia/nih.gov](http://www.nia/nih.gov) (under Health Information
    select en Espanol, then select
    [http://www.niapublications.org](http://www.niapublications.org/),
    then select Spanish Language Materials). You will find the fact
    sheet listed here

**[Resources from the Arthritis Foundation:]{.underline}**

**The Arthritis Answers Information Line** (1-800-568-4045) with a
Spanish language option, where callers can:

-   Request Spanish language brochure

-   Find their local office of the Arthritis Foundation

-   Get connected to a Spanish Information Specialist to ask questions
    about arthritis, treatment and resources for those affected by
    arthritis and related diseases

**A Spanish language web site at**
**[www.arthritis.org/Espanol]{.underline}** where Spanish-speaking
customers can find accurate information on arthritis, treatment and
resources. The Spanish site also has **Spanish Message Boards.**

**E-mail address of** **[Help@arthritis.org]{.underline}** where
questions in Spanish can be sent to an Information Specialist for a
personalized response.

**Spanish language brochures**:

-   El ejercicio y la artritis (Exercise and Your Arthritis)

-   Osteoartritis (Osteoarthritis)

-   Fibromialgia (Fibromyalgia)

-   Artritis Reumatoidea (Rheumatoid Arthritis)

-   Respuestas Sobre la Artritis (Arthritis Answers)

-   Lupus (Lupus)

-   Controlando su Dolor (Managing your Pain)

**Spanish language easy-to-read tear sheets:**

-   Vivir con Osteoartritis (Living with Osteoarthritis)

-   Vivir con Fibromialgia (Living with Fibromyalgia)

-   Vivir con Artritis Reumatoidea (Living with Rheumatoid Arthritis)

-   Proteja sus articulaciones (Protect your Joints)

-   Ejercicios de Amplitud de Movimiento (Range-of-Motion Exercises)

-   Ejecicios de Fortalecimiento (Strengthening Exercises)

-   Conozca a su Equipo de Salud de la Artritis (Meet Your Arthritis
    Health Care Team)

-   Conozca sus Medicamentos para la Artritis (Learn About Your
    Arthritis Medicine)

-   Manténgase en Movimiento (Keep Moving)

ANEXO G -- Hoja informativa de recursos

Considere colocar esto en su membrete, enviarlo a los distintos puntos
de consulta públicos y colocarlo en su sitio en Internet.

**[¡Recursos adicionales para ayudarlo a vencer la
artritis!]{.underline}**

**[Recursos locales \[INCLUIRLOS SÓLO SI TIENE OPCIONES EN
ESPAÑOL\]:]{.underline}**

-   \[Número telefónico local con un operador de habla hispana\]

-   \[Sitio local en Internet, listas de los programas y recursos
    locales en español\]

-   \[Programas locales que están conducidos por instructores de habla
    hispana\]

**[Recursos del Instituto Nacional para la Tercera Edad (National
Institute on Aging)]{.underline}**

-   El Instituto Nacional para la Tercera Edad (National Institute on
    Aging) ofrece recursos en español así como especialistas que hablan
    español.

-   Para solicitar una copia de la hoja informativa, Consejos sobre la
    Artritis, que cubre distintas formas comunes de artritis, opciones
    de tratamientos y recursos adicionales, llame al 1-800-222-2225 o
    visite [www.nia/nih.gov](http://www.nia/nih.gov) (en Health
    Information -Información sobre Salud- seleccione \"Español\", luego
    seleccione
    [http://www.niapublications.org](http://www.niapublications.org/), y
    después seleccione Spanish Language Materials -materiales en idioma
    español-). Aquí encontrará la hoja informativa.

**[Recursos de la Fundación contra la Artritis (Arthritis
Foundation):]{.underline}**

**Línea de información para obtener respuestas acerca de la artritis**
(1-800-568-4045) con una opción en español donde las personas que llamen
pueden:

-   Solicitar un folleto en idioma español

-   Encontrar la oficina local de la *Fundación contra la Artritis*
    (Arthritis Foundation)

-   Comunicarse con un especialista en información en español para
    realizarle preguntas acerca de la artritis, los tratamientos y los
    recursos para quiénes padecen de artritis y enfermedades
    relacionadas.

**Sitio en Internet en español:**
**[www.arthritis.org/Español]{.underline}** donde los clientes de habla
hispana pueden obtener información exacta sobre la artritis, los
tratamientos y los recursos. El sitio en español también tiene **Paneles
de mensajes en español.**

**Puede enviar un mensaje de correo electrónico a**
**[Help@arthritis.org]{.underline}** con sus preguntas en español para
que las responda un especialista en información si desea obtener una
respuesta personalizada.

**Folletos en español**:

-   El ejercicio y la artritis (Exercise and Your Arthritis)

-   Osteoartritis (Osteoarthritis)

-   Fibromialgia (Fibromyalgia)

-   Artritis Reumatoidea (Rheumatoid Arthritis)

-   Respuestas Sobre la Artritis (Arthritis Answers)

-   Lupus (Lupus)

-   Controlando su Dolor (Managing your Pain)

**Folletos fáciles de leer en idioma español:**

-   Vivir con Osteoartritis (Living with Osteoarthritis)

-   Vivir con Fibromialgia (Living with Fibromyalgia)

-   Vivir con Artritis Reumatoidea (Living with Rheumatoid Arthritis)

-   Proteja sus articulaciones (Protect your Joints)

-   Ejercicios de Amplitud de Movimiento (Range-of-Motion Exercises)

-   Ejercicios de Fortalecimiento (Strengthening Exercises)

-   Conozca a su Equipo de Salud de la Artritis (Meet Your Arthritis
    Health Care Team)

-   Conozca sus Medicamentos para la Artritis (Learn About Your
    Arthritis Medicine)

-   Manténgase en Movimiento (Keep Moving)

APPENDIX H -- Tracking Form

Use this form to track the usage of your creative (radio and print) and
use this for both PSAs (non-paid placement) and advertising (paid
placement).

**Today's Date**:\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

**[Type of Media Outlet:]{.underline}**

Radio\_\_ Newspaper\_\_ Magazine\_\_ Other\_\_

Name of Media Outlet:\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_
City:\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

Name of Your
Contact:\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

**[Description of Media Outlet:]{.underline}** (audience, circulation,
location (if restaurant or bus shelter placard)

**[Creative Execution Selected:]{.underline}** (indicate which radio or
print piece was used)

**Print:** Man Walking Dog \_\_ Group of Women Walking \_\_

Couple Walking (indoors)\_\_ Couple Walking Outdoors \_\_

**Radio:** :25 spot \_\_ :30 spot\_\_ :50 spot \_\_ :60 spot\_\_

Live Announcer Script: \_\_\_

**Other Creative:** Billboard \_\_ Bus Shelter Placard \_\_

Flyer \_\_ Bill Stuffer \_\_

**[Length of Run:]{.underline}** (indicate how long/many times this
piece has or will run)

**[Response Rate:]{.underline}** (To help you track which outlets are
most effective, if possible indicate wheter your phone number or web
site traffic increased due to the this piece running. Using national
response mechanisms may inhibit tracking.)

APPENDIX I -- Template Web Site Copy

# 

# **Don't Let Arthritis Beat You!**

**Exercise Can Help!**

If you are one of the many Hispanics in \[YOUR STATE\] who have
arthritis, you have probably tried all kinds of things to relieve your
arthritis pain and to help you feel better about yourself. As someone
with arthritis, you may even have concerns about not being able to work
for a living or take care of or provide for your family. It's true:
arthritis impacts the everyday lives of many people and sometimes stops
them from doing the things they once enjoyed.

But it doesn't have to. Don't let arthritis beat you! Research shows
that becoming more active can help. Just 30 minutes of moderate
exercise, at least three days a week, can help reduce the pain caused by
arthritis and help you get back to doing the things you want to do. You
can do 10 minutes of exercise three times per day to reach your 30
minutes. From taking a walk around the block to riding your bike,
moderate exercise can help you feel better in just four to six weeks.

## ***[Buenos Dias, Artritis]{.underline}***

\[INSERT YOUR ORGANIZATION\] and the Centers for Disease Control and
Prevention (CDC) recently launched a program called *Buenos Dias,
Artritis*. You may have read about it in a newspaper or heard about it
on the radio.

The goal of *Buenos Dias, Artritis* is to spread the word to the
Hispanic population living with arthritis that exercise can make people
feel better in several ways.

[Regular, moderate exercise can help you:]{.underline}

-   Improve mood and feel more in control

-   Move more easily and do more activities with friends and loved ones

-   Feel more energetic and positive about yourself

-   Improve your ability to take care of and provide for your family

\[INSERT PARAGRAPH: The section below is an example of what you can
include if you have local resources to provide\]

Click on the links below to view educational materials that will give
you more information on different exercise options and the recommended
time to spend on them. Here, you will also find more information on how
to manage your arthritis.

\[INSERT LINKS TO DOWNLOADABLE INFORMATION\]

*NOTE: You must have Adobe^^ Acrobat^^ Reader software on your
computer to view these files. Please enable pop-ups on your browser.*

# **[Local Resources]{.underline}**

Below is a listing of several organizations in your area that offer
resources to help you beat arthritis.

\[INSERT CONTACT INFORMATION FOR COMMUNITY RESOURCES AND PARTNERS\]

## **[Additional Resources Available on the Web]{.underline}**

You can also access the resources below for additional information to
help you feel more in control!

\[INSERT STATE ARTHRITIS ORGANIZATION\]

**Centers for Disease Control and Prevention (CDC)**

<http://www.cdc.gov/arthritis/index.htm>

## **Arthritis Foundation** 

<http://www.arthritis.org/>

\[CONSIDER LISTING MATERIALS AVAILABLE ONLINE FROM THE Arthritis
Foundation\]

**National Institute of Arthritis and Musculoskeletal and Skin Diseases
(NIAMS)**

<http://nihseniorhealth.gov/arthritis/toc.html>

ANEXO I -- Copia del modelo del sitio en Internet

# 

# **¡No deje que la artritis le gane!**

**¡El ejercicio puede ayudar!**

Si usted es uno de los tantos hispanos en \[SU ESTADO\] que padecen de
artritis, probablemente haya probado todo tipo de cosas para calmar el
dolor artrítico y para sentirse mejor con usted mismo. Como cualquier
persona que padece de artritis, es probable que esté preocupado por no
poder trabajar para mantenerse o cuidar de su familia y ocuparse de
ella. Es verdad: la artritis afecta la vida cotidiana de mucha gente y a
veces no les permite hacer las cosas que alguna vez disfrutaron.

Pero no tiene que ser así. ¡No deje que la artritis le gane! Las
investigaciones demuestran que aumentar el nivel de actividad puede
ayudar. Sólo 30 minutos de ejercicio moderado, por lo menos tres veces
por semana puede ayudar a reducir el dolor provocado por la artritis y
puede ayudarlo a que vuelva a realizar las cosas que desea hacer. Puede
hacer 10 minutos de ejercicio tres veces por día hasta alcanzar los 30
minutos. Desde dar una vuelta a la manzana hasta andar en bicicleta, el
ejercicio moderado puede hacerlo sentir mejor en un período de sólo
cuatro a seis semanas.

## ***[Buenos Días, Artritis]{.underline}***

\[INSERTAR SU ORGANIZACIÓN\] y los Centros para el Control y la
Prevención de las Enfermedades (Centers for Disease Control and
Prevention, CDC) lanzaron en forma reciente un programa llamado Buenos
Días, Artritis. Puede haber leído sobre él en un periódico o haberlo
escuchado en la radio.

El objetivo de Buenos Días, Artritis es difundir la idea a la población
hispana que padece de artritis de que el ejercicio puede ayudarlo a
sentirse mejor de distintas maneras.

[El ejercicio regular y moderado puede ayudarle a:]{.underline}

-   Mejorar su estado de ánimo y a sentirse más en control.

-   Moverse más fácilmente y a realizar una mayor cantidad de
    actividades con sus amigos y seres queridos.

-   Sentirse con más energía y pensar de manera más positiva sobre sí
    mismo.

-   Mejorar su capacidad para cuidar de su familia y ocuparse de ella.

\[INSERTAR PÁRRAFO: La sección a continuación es un ejemplo de lo que
usted puede incluir si tiene recursos locales para ofrecer\].

Haga clic en los enlaces a continuación para ver los materiales
educativos que le darán más información sobre las distintas opciones de
ejercicios y la duración recomendada. Aquí también encontrará más
información sobre cómo tratar la artritis.

\[INSERTAR ENLACES PARA OBTENER INFORMACIÓN QUE SE PUEDA DESCARGAR\]

NOTA: Debe tener el programa Adobe^^ Acrobat^^ instalado en su
computadora para ver estos archivos. Por favor, suprima las ventanas
emergentes en su navegador.

# **[Recursos locales]{.underline}**

A continuación hemos incluido una lista de las distintas organizaciones
en su área que ofrecen recursos para ayudarlo a vencer la artritis.

\[INSERTAR INFORMACIÓN DE CONTACTO PARA LOS RECURSOS COMUNITARIOS Y
ASOCIADOS\]

## **[Recursos adicionales disponibles en Internet]{.underline}**

También puede acceder a los recursos que se mencionan a continuación
para obtener más información que lo ayude ¡a sentirse más en control!

\[INSERTAR ORGANIZACIONES PARA LA ARTRITIS EN EL ESTADO\]

***Centros para el Control y Prevención de las Enfermedades***

<http://www.cdc.gov/arthritis/index.htm>

## ***Fundación contra la Artritis***

<http://www.arthritis.org/espanol>

=

\[CONSIDERE PONER A DISPOSICIÓN UNA LISTA DE MATERIALES EN LÍNEA DE LA
*Fundación contra la Artritis* (Arthritis Foundation)\]

***Instituto Nacional de Artritis y Enfermedades Musculoesqueléticas y
de la Piel***

<http://nihseniorhealth.gov/arthritis/toc.html>

APPENDIX J -- Hispanic Population by Largest U.S. Cities

**Note:** This table describes the percentage of the total state
population that is Hispanic, as well the percentage of Hispanic
population in selected larger cities in each state. Cities are listed in
alphabetical order by state.

Example: 1.7% of Alabama residents are Hispanic. Birmingham is one of
Alabama's largest cities and 1.6% of Birmingham residents are Hispanic.

+-----------------+--------------------------------+------------------+
| **State**       | **City**                       | **% of           |
|                 |                                | Population that  |
|                 |                                | is**             |
|                 |                                |                  |
|                 |                                | **Hispanic**     |
+-----------------+--------------------------------+------------------+
| **Alabama**     |                                | **1.7**          |
+-----------------+--------------------------------+------------------+
|                 | Birmingham                     | 1.6              |
+-----------------+--------------------------------+------------------+
|                 | Mobile                         | 1.4              |
+-----------------+--------------------------------+------------------+
|                 | Montgomery                     | 1.2              |
+-----------------+--------------------------------+------------------+
| **Alaska**      |                                | **4.1**          |
+-----------------+--------------------------------+------------------+
|                 | Anchorage                      | 5.7              |
+-----------------+--------------------------------+------------------+
|                 | Juneau                         | 3.4              |
+-----------------+--------------------------------+------------------+
| **Arizona**     |                                | **25.3**         |
+-----------------+--------------------------------+------------------+
|                 | Glendale                       | 24.8             |
+-----------------+--------------------------------+------------------+
|                 | Mesa                           | 19.7             |
+-----------------+--------------------------------+------------------+
|                 | Phoenix                        | 34.1             |
+-----------------+--------------------------------+------------------+
|                 | Tucson                         | 35.7             |
+-----------------+--------------------------------+------------------+
| **Arkansas**    |                                | **3.2**          |
+-----------------+--------------------------------+------------------+
|                 | Fort Smith                     | 8.8              |
+-----------------+--------------------------------+------------------+
|                 | Little Rock                    | 2.7              |
+-----------------+--------------------------------+------------------+
|                 | North Little Rock              | 2.4              |
+-----------------+--------------------------------+------------------+
| **California**  |                                | **32.4**         |
+-----------------+--------------------------------+------------------+
|                 | Anaheim                        | 46.8             |
+-----------------+--------------------------------+------------------+
|                 | Fresno                         | 39.9             |
+-----------------+--------------------------------+------------------+
|                 | Long Beach                     | 35.8             |
+-----------------+--------------------------------+------------------+
|                 | Los Angeles                    | 46.5             |
+-----------------+--------------------------------+------------------+
|                 | Oakland                        | 21.9             |
+-----------------+--------------------------------+------------------+
|                 | Sacramento                     | 21.6             |
+-----------------+--------------------------------+------------------+
|                 | San Diego                      | 25.4             |
+-----------------+--------------------------------+------------------+
|                 | San Francisco                  | 14.1             |
+-----------------+--------------------------------+------------------+
|                 | San Jose                       | 30.2             |
+-----------------+--------------------------------+------------------+
|                 | Santa Maria                    | 59.7             |
+-----------------+--------------------------------+------------------+
| **Colorado**    |                                | **17.1**         |
+-----------------+--------------------------------+------------------+
|                 | Arvada                         | 9.8              |
+-----------------+--------------------------------+------------------+
|                 | Aurora                         | 19.8             |
+-----------------+--------------------------------+------------------+
|                 | Colorado Springs               | 12.0             |
+-----------------+--------------------------------+------------------+
|                 | Denver                         | 31.7             |
+-----------------+--------------------------------+------------------+
|                 | Fort Collins                   | 8.8              |
+-----------------+--------------------------------+------------------+
|                 | Lakewood                       | 14.5             |
+-----------------+--------------------------------+------------------+
| **Connecticut** |                                | **9.4**          |
+-----------------+--------------------------------+------------------+
|                 | Bridgeport                     | 31.9             |
+-----------------+--------------------------------+------------------+
|                 | Hartford                       | 40.5             |
+-----------------+--------------------------------+------------------+
|                 | New Haven                      | 21.4             |
+-----------------+--------------------------------+------------------+
|                 | Stamford                       | 16.8             |
+-----------------+--------------------------------+------------------+
| **Delaware**    |                                | **4.8**          |
+-----------------+--------------------------------+------------------+
|                 | Dover                          | 4.1              |
+-----------------+--------------------------------+------------------+
|                 | Newark                         | 2.5              |
+-----------------+--------------------------------+------------------+
|                 | Wilmington                     | 9.8              |
+-----------------+--------------------------------+------------------+
| **Florida**     |                                | **16.8**         |
+-----------------+--------------------------------+------------------+
|                 | Fort Lauderdale                | 9.5              |
+-----------------+--------------------------------+------------------+
|                 | Hialeah                        | 90.3             |
+-----------------+--------------------------------+------------------+
|                 | Jacksonville                   | 4.2              |
+-----------------+--------------------------------+------------------+
|                 | Miami                          | 65.8             |
+-----------------+--------------------------------+------------------+
|                 | Orlando                        | 17.5             |
+-----------------+--------------------------------+------------------+
|                 | Saint Petersburg               | 4.2              |
+-----------------+--------------------------------+------------------+
|                 | Tallahassee                    | 4.2              |
+-----------------+--------------------------------+------------------+
|                 | Tampa                          | 19.3             |
+-----------------+--------------------------------+------------------+
| **Georgia**     |                                | **5.3**          |
+-----------------+--------------------------------+------------------+
|                 | Athens                         | 6.4              |
+-----------------+--------------------------------+------------------+
|                 | Atlanta                        | 4.5              |
+-----------------+--------------------------------+------------------+
|                 | Augusta                        | 2.8              |
+-----------------+--------------------------------+------------------+
|                 | Columbus                       | 4.5              |
+-----------------+--------------------------------+------------------+
|                 | Macon                          | 1.2              |
+-----------------+--------------------------------+------------------+
|                 | Savannah                       | 2.2              |
+-----------------+--------------------------------+------------------+
| **Hawaii**      |                                | **7.2**          |
+-----------------+--------------------------------+------------------+
|                 | Hilo                           | 8.8              |
+-----------------+--------------------------------+------------------+
|                 | Honolulu                       | 4.4              |
+-----------------+--------------------------------+------------------+
|                 | Kailua                         | 6.1              |
+-----------------+--------------------------------+------------------+
| **Idaho**       |                                | **7.9**          |
+-----------------+--------------------------------+------------------+
|                 | Boise                          | 4.5              |
+-----------------+--------------------------------+------------------+
|                 | Idaho Falls                    | 7.2              |
+-----------------+--------------------------------+------------------+
|                 | Nampa                          | 17.9             |
+-----------------+--------------------------------+------------------+
|                 | Pocatello                      | 4.9              |
+-----------------+--------------------------------+------------------+
| **Illinois**    |                                | **12.3**         |
+-----------------+--------------------------------+------------------+
|                 | Aurora                         | 32.6             |
+-----------------+--------------------------------+------------------+
|                 | Chicago                        | 26.0             |
+-----------------+--------------------------------+------------------+
|                 | Naperville                     | 3.2              |
+-----------------+--------------------------------+------------------+
|                 | Rockford                       | 10.2             |
+-----------------+--------------------------------+------------------+
| **Indiana**     |                                | **3.5**          |
+-----------------+--------------------------------+------------------+
|                 | Evansville                     | 1.1              |
+-----------------+--------------------------------+------------------+
|                 | Fort Wayne                     | 5.8              |
+-----------------+--------------------------------+------------------+
|                 | Indianapolis                   | 3.9              |
+-----------------+--------------------------------+------------------+
|                 | South Bend                     | 8.5              |
+-----------------+--------------------------------+------------------+
| **Iowa**        |                                | **2.8**          |
+-----------------+--------------------------------+------------------+
|                 | Cedar Rapids                   | 1.7              |
+-----------------+--------------------------------+------------------+
|                 | Davenport                      | 5.4              |
+-----------------+--------------------------------+------------------+
|                 | Des Moines                     | 6.6              |
+-----------------+--------------------------------+------------------+
| **Kansas**      |                                | **7.0**          |
+-----------------+--------------------------------+------------------+
|                 | Kansas City                    | 16.8             |
+-----------------+--------------------------------+------------------+
|                 | Overland Park                  | 3.8              |
+-----------------+--------------------------------+------------------+
|                 | Topeka                         | 8.9              |
+-----------------+--------------------------------+------------------+
|                 | Wichita                        | 9.6              |
+-----------------+--------------------------------+------------------+
| **Kentucky**    |                                | **1.5**          |
+-----------------+--------------------------------+------------------+
| []{.mark}       | Bowling Green                  | 4.1              |
+-----------------+--------------------------------+------------------+
| []{.mark}       | Lexington- Fayette             | 3.3              |
+-----------------+--------------------------------+------------------+
| []{.mark}       | Louisville                     | 1.9              |
+-----------------+--------------------------------+------------------+
| []{.mark}       | Owensboro                      | 1.0              |
+-----------------+--------------------------------+------------------+
| **Louisiana**   |                                | **2.4**          |
+-----------------+--------------------------------+------------------+
|                 | Baton Rouge                    | 1.7              |
+-----------------+--------------------------------+------------------+
|                 | LaFayette                      | 1.9              |
+-----------------+--------------------------------+------------------+
|                 | New Orleans                    | 3.1              |
+-----------------+--------------------------------+------------------+
|                 | Shreveport                     | 1.6              |
+-----------------+--------------------------------+------------------+
| **Maine**       |                                | **0.7**          |
+-----------------+--------------------------------+------------------+
|                 | Bangor                         | 1.0              |
+-----------------+--------------------------------+------------------+
|                 | Lewiston                       | 1.3              |
+-----------------+--------------------------------+------------------+
|                 | Portland                       | 1.5              |
+-----------------+--------------------------------+------------------+
| **Maryland**    |                                | **4.3**          |
+-----------------+--------------------------------+------------------+
|                 | Baltimore                      | 1.7              |
+-----------------+--------------------------------+------------------+
|                 | Bowie                          | 2.9              |
+-----------------+--------------------------------+------------------+
|                 | Frederick                      | 4.8              |
+-----------------+--------------------------------+------------------+
|                 | Gaithersburg                   | 19.8             |
+-----------------+--------------------------------+------------------+
| **              |                                | **6.8**          |
| Massachusetts** |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Boston                         | 14.4             |
+-----------------+--------------------------------+------------------+
|                 | Cambridge                      | 7.4              |
+-----------------+--------------------------------+------------------+
|                 | Lowell                         | 14.0             |
+-----------------+--------------------------------+------------------+
|                 | Springfield                    | 27.2             |
+-----------------+--------------------------------+------------------+
|                 | Worcester                      | 15.1             |
+-----------------+--------------------------------+------------------+
| **Michigan**    |                                | **3.3**          |
+-----------------+--------------------------------+------------------+
|                 | Detroit                        | 5.0              |
+-----------------+--------------------------------+------------------+
|                 | Flint                          | 3.0              |
+-----------------+--------------------------------+------------------+
|                 | Grand Rapids                   | 13.1             |
+-----------------+--------------------------------+------------------+
|                 | Warren                         | 1.4              |
+-----------------+--------------------------------+------------------+
| **Minnesota**   |                                | **2.9**          |
+-----------------+--------------------------------+------------------+
|                 | Duluth                         | 1.1              |
+-----------------+--------------------------------+------------------+
|                 | Minneapolis                    | 7.6              |
+-----------------+--------------------------------+------------------+
|                 | Rochester                      | 3.0              |
+-----------------+--------------------------------+------------------+
|                 | St. Paul                       | 7.9              |
+-----------------+--------------------------------+------------------+
| **Mississippi** |                                | **1.4**          |
+-----------------+--------------------------------+------------------+
|                 | Biloxi                         | 3.6              |
+-----------------+--------------------------------+------------------+
|                 | Gulfport                       | 2.6              |
+-----------------+--------------------------------+------------------+
|                 | Jackson                        | 0.8              |
+-----------------+--------------------------------+------------------+
| **Missouri**    |                                | **2.1**          |
+-----------------+--------------------------------+------------------+
|                 | Kansas City                    | 6.9              |
+-----------------+--------------------------------+------------------+
|                 | Springfield                    | 2.3              |
+-----------------+--------------------------------+------------------+
|                 | St. Louis                      | 2.0              |
+-----------------+--------------------------------+------------------+
| **Montana**     | **Biiii**                      | **2.0**          |
+-----------------+--------------------------------+------------------+
|                 | Billings                       | 4.2              |
+-----------------+--------------------------------+------------------+
|                 | Butte                          | 2.7              |
+-----------------+--------------------------------+------------------+
|                 | Great Falls                    | 2.4              |
+-----------------+--------------------------------+------------------+
|                 | Missoula                       | 1.8              |
+-----------------+--------------------------------+------------------+
| **Nebraska**    |                                | **5.5**          |
+-----------------+--------------------------------+------------------+
|                 | Bellevue                       | 5.9              |
+-----------------+--------------------------------+------------------+
|                 | Lincoln                        | 3.6              |
+-----------------+--------------------------------+------------------+
|                 | Omaha                          | 7.5              |
+-----------------+--------------------------------+------------------+
| **Nevada**      |                                | **19.7**         |
+-----------------+--------------------------------+------------------+
|                 | Henderson                      | 10.7             |
+-----------------+--------------------------------+------------------+
|                 | Las Vegas                      | 23.6             |
+-----------------+--------------------------------+------------------+
|                 | Reno                           | 19.2             |
+-----------------+--------------------------------+------------------+
| **New           |                                | **1.7**          |
| Hampshire**     |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Concord                        | 1.5              |
+-----------------+--------------------------------+------------------+
|                 | Manchester                     | 4.6              |
+-----------------+--------------------------------+------------------+
|                 | Nashua                         | 6.2              |
+-----------------+--------------------------------+------------------+
|                 | Rochester                      | 0.9              |
+-----------------+--------------------------------+------------------+
| **New Jersey**  |                                | **13.3**         |
+-----------------+--------------------------------+------------------+
|                 | Elizabeth                      | 49.5             |
+-----------------+--------------------------------+------------------+
|                 | Jersey City                    | 28.3             |
+-----------------+--------------------------------+------------------+
|                 | Newark                         | 29.5             |
+-----------------+--------------------------------+------------------+
|                 | Paterson                       | 50.1             |
+-----------------+--------------------------------+------------------+
| **New Mexico**  |                                | **42.1**         |
+-----------------+--------------------------------+------------------+
|                 | Albuquerque                    | 39.9             |
+-----------------+--------------------------------+------------------+
|                 | # Las Cruces                   | 51.7             |
+-----------------+--------------------------------+------------------+
|                 | Santa Fe                       | 47.8             |
+-----------------+--------------------------------+------------------+
| **New York**    |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Buffalo                        | 7.5              |
+-----------------+--------------------------------+------------------+
|                 | New York                       | 27.0             |
+-----------------+--------------------------------+------------------+
|                 | Rochester                      | 12.8             |
+-----------------+--------------------------------+------------------+
| **North         |                                | **4.7**          |
| Carolina**      |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Charlotte                      | 7.4              |
+-----------------+--------------------------------+------------------+
|                 | Greensboro                     | 4.4              |
+-----------------+--------------------------------+------------------+
|                 | Raleigh-Durham                 | 7.0              |
+-----------------+--------------------------------+------------------+
|                 | Winston-Salem                  | 8.6              |
+-----------------+--------------------------------+------------------+
| **North         |                                | 1.2              |
| Dakota**        |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Bismarck                       | 0.7              |
+-----------------+--------------------------------+------------------+
|                 | Fargo                          | 1.3              |
+-----------------+--------------------------------+------------------+
|                 | Grand Forks                    | 1.9              |
+-----------------+--------------------------------+------------------+
| **Ohio**        |                                | **1.9**          |
+-----------------+--------------------------------+------------------+
|                 | Cincinnati                     | 1.3              |
+-----------------+--------------------------------+------------------+
|                 | Cleveland                      | 7.3              |
+-----------------+--------------------------------+------------------+
|                 | Columbus                       | 2.5              |
+-----------------+--------------------------------+------------------+
| **Oklahoma**    |                                | **5.2**          |
+-----------------+--------------------------------+------------------+
|                 | Norman                         | 3.9              |
+-----------------+--------------------------------+------------------+
|                 | Oklahoma City                  | 10.1             |
+-----------------+--------------------------------+------------------+
|                 | Tulsa                          | 7.2              |
+-----------------+--------------------------------+------------------+
| **Oregon**      |                                | **8.0**          |
+-----------------+--------------------------------+------------------+
|                 | Eugene                         | 5.0              |
+-----------------+--------------------------------+------------------+
|                 | Gresham                        | 11.9             |
+-----------------+--------------------------------+------------------+
|                 | Portland                       | 6.8              |
+-----------------+--------------------------------+------------------+
|                 | Salem                          | 14.6             |
+-----------------+--------------------------------+------------------+
| *               |                                | **3.2**          |
| *Pennsylvania** |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Allentown                      | 24.4             |
+-----------------+--------------------------------+------------------+
|                 | Philadelphia                   | 8.5              |
+-----------------+--------------------------------+------------------+
|                 | Pittsburgh                     | 1.3              |
+-----------------+--------------------------------+------------------+
| **Rhode         |                                | **8.7**          |
| Island**        |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Cranston                       | 4.6              |
+-----------------+--------------------------------+------------------+
|                 | Providence                     | 30.0             |
+-----------------+--------------------------------+------------------+
|                 | Warwick                        | 1.6              |
+-----------------+--------------------------------+------------------+
| **South         |                                | **2.4**          |
| Carolina**      |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Charleston                     | 1.5              |
+-----------------+--------------------------------+------------------+
|                 | Columbia                       | 3.0              |
+-----------------+--------------------------------+------------------+
|                 | Greenville- Spartanburg        | 3.4              |
+-----------------+--------------------------------+------------------+
| **South         |                                | **1.4**          |
| Dakota**        |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Rapid City                     | 2.8              |
+-----------------+--------------------------------+------------------+
|                 | Sioux Falls                    | 2.5              |
+-----------------+--------------------------------+------------------+
| **Tennessee**   |                                | **2.2**          |
+-----------------+--------------------------------+------------------+
|                 | Chattanooga                    | 2.1              |
+-----------------+--------------------------------+------------------+
|                 | Knoxville                      | 1.6              |
+-----------------+--------------------------------+------------------+
|                 | Memphis                        | 3.0              |
+-----------------+--------------------------------+------------------+
|                 | Nashville                      | 4.7              |
+-----------------+--------------------------------+------------------+
| **Texas**       |                                | **32.0**         |
+-----------------+--------------------------------+------------------+
|                 | Arlington                      | 18.3             |
+-----------------+--------------------------------+------------------+
|                 | Austin                         | 30.5             |
+-----------------+--------------------------------+------------------+
|                 | Corpus Christi                 | 54.3             |
+-----------------+--------------------------------+------------------+
|                 | Dallas                         | 35.6             |
+-----------------+--------------------------------+------------------+
|                 | El Paso                        | 76.6             |
+-----------------+--------------------------------+------------------+
|                 | Fort Worth                     | 29.8             |
+-----------------+--------------------------------+------------------+
|                 | Garland                        | 25.6             |
+-----------------+--------------------------------+------------------+
|                 | Houston                        | 37.4             |
+-----------------+--------------------------------+------------------+
|                 | Laredo                         | 94.1             |
+-----------------+--------------------------------+------------------+
|                 | Odessa                         | 41.4             |
+-----------------+--------------------------------+------------------+
|                 | Plano                          | 10.1             |
+-----------------+--------------------------------+------------------+
|                 | San Antonio                    | 58.7             |
+-----------------+--------------------------------+------------------+
|                 | Waco                           | 23.6             |
+-----------------+--------------------------------+------------------+
| **Utah**        |                                | **9.0**          |
+-----------------+--------------------------------+------------------+
|                 | Provo                          | 10.5             |
+-----------------+--------------------------------+------------------+
|                 | Salt Lake City                 | 18.8             |
+-----------------+--------------------------------+------------------+
|                 | West Valley City               | 18.5             |
+-----------------+--------------------------------+------------------+
| **Vermont**     |                                | **0.9**          |
+-----------------+--------------------------------+------------------+
|                 | Burlington                     | 1.4              |
+-----------------+--------------------------------+------------------+
| **Virginia**    |                                | **4.7**          |
+-----------------+--------------------------------+------------------+
|                 | Chesapeake                     | 2.0              |
+-----------------+--------------------------------+------------------+
|                 | Norfolk                        | 3.8              |
+-----------------+--------------------------------+------------------+
|                 | Richmond                       | 2.6              |
+-----------------+--------------------------------+------------------+
|                 | # Virginia Beach               | 4.2              |
+-----------------+--------------------------------+------------------+
| **Washington**  |                                | **7.5**          |
+-----------------+--------------------------------+------------------+
|                 | Bellevue                       | 5.3              |
+-----------------+--------------------------------+------------------+
|                 | Seattle                        | 5.3              |
+-----------------+--------------------------------+------------------+
|                 | Spokane                        | 3.0              |
+-----------------+--------------------------------+------------------+
|                 | Tacoma                         | 6.9              |
+-----------------+--------------------------------+------------------+
|                 | Vancouver                      | 6.3              |
+-----------------+--------------------------------+------------------+
| **West          |                                | **0.7**          |
| Virginia**      |                                |                  |
+-----------------+--------------------------------+------------------+
|                 | Charleston                     | 0.8              |
+-----------------+--------------------------------+------------------+
|                 | Huntington                     | 0.8              |
+-----------------+--------------------------------+------------------+
|                 | Parkersburg                    | 0.8              |
+-----------------+--------------------------------+------------------+
|                 | Wheeling                       | 0.6              |
+-----------------+--------------------------------+------------------+
| **Wisconsin**   |                                | **3.6**          |
+-----------------+--------------------------------+------------------+
|                 | Green Bay                      | 7.1              |
+-----------------+--------------------------------+------------------+
|                 | Madison                        | 4.1              |
+-----------------+--------------------------------+------------------+
|                 | Milwaukee                      | 12.0             |
+-----------------+--------------------------------+------------------+
| **Wyoming**     |                                | **6.4**          |
+-----------------+--------------------------------+------------------+
|                 | Casper                         | 5.4              |
+-----------------+--------------------------------+------------------+
|                 | Cheyenne                       | 12.5             |
+-----------------+--------------------------------+------------------+
|                 | Laramie                        | 7.9              |
+-----------------+--------------------------------+------------------+

*Source -- This data is taken from the 2000 U.S. Census, currently the
most up-to-date source of information on Hispanic population statistics.
If you are interested in locating the percentage of Hispanics in cities
not present in the above chart, go to:*

[*http://quickfacts.census.gov/qfd*](http://quickfacts.census.gov/qfd)

*Here you can select a state and search for city-specific statistics.*

APPENDIX K -- Density of Hispanic Population by U.S. City

**Note:** The following table lists the five cities in each state with
the highest density of Hispanic population. High density cities are
those cities with the highest percentages of Hispanic populations.

Both population size and population density should be considered when
selecting target areas. A small city can have a high density of Hispanic
population but still have a relatively small number of Hispanic people
because the total population is small.

Example: The total population of Avondale AZ is 54,710. Since 46% of
Avondale is Hispanic, there are 25,276 Hispanic people in Avondale. In
contrast, only 34% of the Phoenix population is Hispanic, but since the
total population of Phoenix is over one million (1.3 M), the total
number of Hispanic people in Phoenix (473,000) is larger than the total
number of Hispanic people in Avondale.

Appendix J: Hispanic Population by Largest U.S. Cities and Appendix K:
Density of Hispanic Population can be used in combination to determine
the best geographical location to reach your target audience. Both grids
can also be used with additional information gathered from the U.S.
Census site to determine actual number of people reached in each city.

Please visit <http://quickfacts.census.gov/qfd> to find the populations
of each city listed in the chart below.

+-----------------+-------------------------------+--------------------+
| **State**       | **City**                      | **% of Population  |
|                 |                               | that is**          |
|                 |                               |                    |
|                 |                               | **Hispanic**       |
+-----------------+-------------------------------+--------------------+
| **Alabama**     |                               | **1.7**            |
+-----------------+-------------------------------+--------------------+
|                 | Decatur                       | 5.6                |
+-----------------+-------------------------------+--------------------+
|                 | Hoover                        | 3.8                |
+-----------------+-------------------------------+--------------------+
|                 | Homewood                      | 2.8                |
+-----------------+-------------------------------+--------------------+
|                 | Gadsden                       | 2.7                |
+-----------------+-------------------------------+--------------------+
|                 | Auburn                        | 1.5                |
+-----------------+-------------------------------+--------------------+
| **Alaska**      |                               | **4.1**            |
+-----------------+-------------------------------+--------------------+
|                 | Fairbanks                     | 6.1                |
+-----------------+-------------------------------+--------------------+
|                 | Anchorage                     | 5.7                |
+-----------------+-------------------------------+--------------------+
|                 | Juneau                        | 3.4                |
+-----------------+-------------------------------+--------------------+
| **Arizona**     |                               | **25.3**           |
+-----------------+-------------------------------+--------------------+
|                 | Avondale                      | 46.2               |
+-----------------+-------------------------------+--------------------+
|                 | Yuma                          | 45.7               |
+-----------------+-------------------------------+--------------------+
|                 | Casa Grande                   | 39.1               |
+-----------------+-------------------------------+--------------------+
|                 | Tucson                        | 35.7               |
+-----------------+-------------------------------+--------------------+
|                 | Phoenix                       | 34.1               |
+-----------------+-------------------------------+--------------------+
| **Arkansas**    |                               | **3.2**            |
+-----------------+-------------------------------+--------------------+
|                 | Springdale                    | 19.7               |
+-----------------+-------------------------------+--------------------+
|                 | Rogers                        | 19.3               |
+-----------------+-------------------------------+--------------------+
|                 | Fort Smith                    | 8.8                |
+-----------------+-------------------------------+--------------------+
|                 | Fayetteville                  | 4.9                |
+-----------------+-------------------------------+--------------------+
|                 | Hot Springs                   | 3.8                |
+-----------------+-------------------------------+--------------------+
| **California**  |                               | **32.4**           |
+-----------------+-------------------------------+--------------------+
|                 | Maywood                       | 96.3               |
+-----------------+-------------------------------+--------------------+
|                 | Huntington Park               | 95.6               |
+-----------------+-------------------------------+--------------------+
|                 | Calexico                      | 95.3               |
+-----------------+-------------------------------+--------------------+
|                 | Bell Gardens                  | 93.4               |
+-----------------+-------------------------------+--------------------+
|                 | South Gate                    | 92.0               |
+-----------------+-------------------------------+--------------------+
| **Colorado**    |                               | **17.1**           |
+-----------------+-------------------------------+--------------------+
|                 | Pueblo                        | 44.1               |
+-----------------+-------------------------------+--------------------+
|                 | Denver                        | 31.7               |
+-----------------+-------------------------------+--------------------+
|                 | Greeley                       | 29.5               |
+-----------------+-------------------------------+--------------------+
|                 | Thornton                      | 21.3               |
+-----------------+-------------------------------+--------------------+
|                 | Northglenn                    | 20.3               |
+-----------------+-------------------------------+--------------------+
| **Connecticut** |                               | **9.4**            |
+-----------------+-------------------------------+--------------------+
|                 | Hartford                      | 40.5               |
+-----------------+-------------------------------+--------------------+
|                 | Bridgeport                    | 31.9               |
+-----------------+-------------------------------+--------------------+
|                 | New Britain                   | 26.8               |
+-----------------+-------------------------------+--------------------+
|                 | Waterbury                     | 21.8               |
+-----------------+-------------------------------+--------------------+
|                 | New Haven                     | 21.4               |
+-----------------+-------------------------------+--------------------+
| **Delaware**    |                               | **4.8**            |
+-----------------+-------------------------------+--------------------+
|                 | Wilmington                    | 9.8                |
+-----------------+-------------------------------+--------------------+
|                 | Dover                         | 4.1                |
+-----------------+-------------------------------+--------------------+
|                 | Newark                        | 2.5                |
+-----------------+-------------------------------+--------------------+
| **Florida**     |                               | **16.8**           |
+-----------------+-------------------------------+--------------------+
|                 | Hialeah                       | 90.3               |
+-----------------+-------------------------------+--------------------+
|                 | Miami                         | 65.8               |
+-----------------+-------------------------------+--------------------+
|                 | Miami Beach                   | 53.4               |
+-----------------+-------------------------------+--------------------+
|                 | Homestead                     | 51.8               |
+-----------------+-------------------------------+--------------------+
|                 | Coral Gables                  | 46.6               |
+-----------------+-------------------------------+--------------------+
| **Georgia**     |                               | **5.3**            |
+-----------------+-------------------------------+--------------------+
|                 | Dalton                        | 40.2               |
+-----------------+-------------------------------+--------------------+
|                 | Gainesville                   | 33.2               |
+-----------------+-------------------------------+--------------------+
|                 | Marietta                      | 16.9               |
+-----------------+-------------------------------+--------------------+
|                 | Smyrna                        | 13.8               |
+-----------------+-------------------------------+--------------------+
|                 | Roswell                       | 10.6               |
+-----------------+-------------------------------+--------------------+
| **Hawaii**      |                               | **7.2**            |
+-----------------+-------------------------------+--------------------+
|                 | Hilo                          | 8.8                |
+-----------------+-------------------------------+--------------------+
|                 | Mililani Town                 | 7.8                |
+-----------------+-------------------------------+--------------------+
|                 | Pearl City                    | 7.3                |
+-----------------+-------------------------------+--------------------+
|                 | Kaneohe                       | 7.2                |
+-----------------+-------------------------------+--------------------+
|                 | Kailua                        | 6.1                |
+-----------------+-------------------------------+--------------------+
|                 | Waipahu                       | 6.1                |
+-----------------+-------------------------------+--------------------+
| **Idaho**       |                               | **7.9**            |
+-----------------+-------------------------------+--------------------+
|                 | Caldwell                      | 28.1               |
+-----------------+-------------------------------+--------------------+
|                 | Nampa                         | 17.9               |
+-----------------+-------------------------------+--------------------+
|                 | Twin Falls                    | 8.9                |
+-----------------+-------------------------------+--------------------+
|                 | Idaho Falls                   | 7.2                |
+-----------------+-------------------------------+--------------------+
|                 | Pocatello                     | 4.9                |
+-----------------+-------------------------------+--------------------+
| **Illinois**    |                               | **12.3**           |
+-----------------+-------------------------------+--------------------+
|                 | Cicero                        | 77.4               |
+-----------------+-------------------------------+--------------------+
|                 | Waukegan                      | 44.8               |
+-----------------+-------------------------------+--------------------+
|                 | Carpentersville               | 40.6               |
+-----------------+-------------------------------+--------------------+
|                 | Berwyn                        | 38.0               |
+-----------------+-------------------------------+--------------------+
|                 | Elgin                         | 34.3               |
+-----------------+-------------------------------+--------------------+
| **Indiana**     |                               | **3.5**            |
+-----------------+-------------------------------+--------------------+
|                 | East Chicago                  | 51.6               |
+-----------------+-------------------------------+--------------------+
|                 | Hammond                       | 21.0               |
+-----------------+-------------------------------+--------------------+
|                 | Goshen                        | 19.3               |
+-----------------+-------------------------------+--------------------+
|                 | Elkhart                       | 14.8               |
+-----------------+-------------------------------+--------------------+
|                 | Portage                       | 9.9                |
+-----------------+-------------------------------+--------------------+
| **Iowa**        |                               | **2.8**            |
+-----------------+-------------------------------+--------------------+
|                 | Marshalltown                  | 12.6               |
+-----------------+-------------------------------+--------------------+
|                 | Sioux City                    | 10.9               |
+-----------------+-------------------------------+--------------------+
|                 | Des Moines                    | 6.6                |
+-----------------+-------------------------------+--------------------+
|                 | Davenport                     | 5.4                |
+-----------------+-------------------------------+--------------------+
|                 | Council Bluffs                | 4.5                |
+-----------------+-------------------------------+--------------------+
| **Kansas**      |                               | **7.0**            |
+-----------------+-------------------------------+--------------------+
|                 | Garden City                   | 43.9               |
+-----------------+-------------------------------+--------------------+
|                 | Dodge City                    | 42.9               |
+-----------------+-------------------------------+--------------------+
|                 | Emporia                       | 21.5               |
+-----------------+-------------------------------+--------------------+
|                 | Kansas City                   | 16.8               |
+-----------------+-------------------------------+--------------------+
|                 | Wichita                       | 9.6                |
+-----------------+-------------------------------+--------------------+
| **Kentucky**    |                               | **1.5**            |
+-----------------+-------------------------------+--------------------+
|                 | Bowling Green                 | 4.1                |
+-----------------+-------------------------------+--------------------+
|                 | Lexington-Fayette             | 3.3                |
+-----------------+-------------------------------+--------------------+
|                 | Jeffersontown                 | 2.5                |
+-----------------+-------------------------------+--------------------+
|                 | Louisville                    | 1.9                |
+-----------------+-------------------------------+--------------------+
|                 | Hopkinsville                  | 1.7                |
+-----------------+-------------------------------+--------------------+
| **Louisiana**   |                               | **2.4**            |
+-----------------+-------------------------------+--------------------+
|                 | Kenner                        | 13.6               |
+-----------------+-------------------------------+--------------------+
|                 | Bossier City                  | 4.0                |
+-----------------+-------------------------------+--------------------+
|                 | New Orleans                   | 3.1                |
+-----------------+-------------------------------+--------------------+
|                 | Slidell                       | 2.7                |
+-----------------+-------------------------------+--------------------+
|                 | Lafayette                     | 1.9                |
+-----------------+-------------------------------+--------------------+
| **Maine**       |                               | **0.7**            |
+-----------------+-------------------------------+--------------------+
|                 | Portland                      | 1.5                |
+-----------------+-------------------------------+--------------------+
|                 | Lewiston                      | 1.3                |
+-----------------+-------------------------------+--------------------+
|                 | Bangor                        | 1.0                |
+-----------------+-------------------------------+--------------------+
| **Maryland**    |                               | **4.3**            |
+-----------------+-------------------------------+--------------------+
|                 | Gaithersburg                  | 19.8               |
+-----------------+-------------------------------+--------------------+
|                 | Rockville                     | 11.7               |
+-----------------+-------------------------------+--------------------+
|                 | Annapolis                     | 6.4                |
+-----------------+-------------------------------+--------------------+
|                 | Frederick                     | 4.8                |
+-----------------+-------------------------------+--------------------+
|                 | Bowie                         | 2.9                |
+-----------------+-------------------------------+--------------------+
| **              |                               | **6.8**            |
| Massachusetts** |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Lawrence                      | 59.7               |
+-----------------+-------------------------------+--------------------+
|                 | Chelsea                       | 48.4               |
+-----------------+-------------------------------+--------------------+
|                 | Holyoke                       | 41.4               |
+-----------------+-------------------------------+--------------------+
|                 | Springfield                   | 27.2               |
+-----------------+-------------------------------+--------------------+
|                 | Lynn                          | 18.4               |
+-----------------+-------------------------------+--------------------+
| **Michigan**    |                               | **3.3**            |
+-----------------+-------------------------------+--------------------+
|                 | Holland                       | 22.2               |
+-----------------+-------------------------------+--------------------+
|                 | Grand Rapids                  | 13.1               |
+-----------------+-------------------------------+--------------------+
|                 | Pontiac                       | 12.8               |
+-----------------+-------------------------------+--------------------+
|                 | Saginaw                       | 11.7               |
+-----------------+-------------------------------+--------------------+
|                 | Lansing                       | 10.0               |
+-----------------+-------------------------------+--------------------+
| **Minnesota**   |                               | **2.9**            |
+-----------------+-------------------------------+--------------------+
|                 | St. Paul                      | 7.9                |
+-----------------+-------------------------------+--------------------+
|                 | Minneapolis                   | 7.6                |
+-----------------+-------------------------------+--------------------+
|                 | Richfield                     | 6.3                |
+-----------------+-------------------------------+--------------------+
|                 | Moorhead                      | 4.5                |
+-----------------+-------------------------------+--------------------+
|                 | Inver Grove Heights           | 4.2                |
+-----------------+-------------------------------+--------------------+
| **Mississippi** |                               | **1.4**            |
+-----------------+-------------------------------+--------------------+
|                 | Pascagoula                    | 3.9                |
+-----------------+-------------------------------+--------------------+
|                 | Biloxi                        | 3.6                |
+-----------------+-------------------------------+--------------------+
|                 | Gulfport                      | 2.6                |
+-----------------+-------------------------------+--------------------+
|                 | Southaven                     | 2.3                |
+-----------------+-------------------------------+--------------------+
|                 | Hattiesburg                   | 1.4                |
+-----------------+-------------------------------+--------------------+
|                 | Tupelo                        | 1.4                |
+-----------------+-------------------------------+--------------------+
| **Missouri**    |                               | **2.1**            |
+-----------------+-------------------------------+--------------------+
|                 | Kansas City                   | 6.9                |
+-----------------+-------------------------------+--------------------+
|                 | Independence                  | 3.7                |
+-----------------+-------------------------------+--------------------+
|                 | Gladstone                     | 3.6                |
+-----------------+-------------------------------+--------------------+
|                 | Blue Springs                  | 2.8                |
+-----------------+-------------------------------+--------------------+
|                 | Liberty                       | 2.7                |
+-----------------+-------------------------------+--------------------+
| **Montana**     |                               | **2.0**            |
+-----------------+-------------------------------+--------------------+
|                 | Billings                      | 4.2                |
+-----------------+-------------------------------+--------------------+
|                 | Butte-Silver Bow              | 2.7                |
+-----------------+-------------------------------+--------------------+
|                 | Great Falls                   | 2.4                |
+-----------------+-------------------------------+--------------------+
|                 | Missoula                      | 1.8                |
+-----------------+-------------------------------+--------------------+
|                 | Helena                        | 1.7                |
+-----------------+-------------------------------+--------------------+
| **Nebraska**    |                               | **5.5**            |
+-----------------+-------------------------------+--------------------+
|                 | Grand Island                  | 15.9               |
+-----------------+-------------------------------+--------------------+
|                 | Omaha                         | 7.5                |
+-----------------+-------------------------------+--------------------+
|                 | Bellevue                      | 5.9                |
+-----------------+-------------------------------+--------------------+
|                 | Fremont                       | 4.3                |
+-----------------+-------------------------------+--------------------+
|                 | Kearney                       | 4.1                |
+-----------------+-------------------------------+--------------------+
| **Nevada**      |                               | **19.7**           |
+-----------------+-------------------------------+--------------------+
|                 | North Las Vegas               | 37.6               |
+-----------------+-------------------------------+--------------------+
|                 | Las Vegas                     | 23.6               |
+-----------------+-------------------------------+--------------------+
|                 | Sparks                        | 19.7               |
+-----------------+-------------------------------+--------------------+
|                 | Reno                          | 19.2               |
+-----------------+-------------------------------+--------------------+
|                 | Carson City                   | 14.2               |
+-----------------+-------------------------------+--------------------+
| **New           |                               | **1.7**            |
| Hampshire**     |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Nashua                        | 6.2                |
+-----------------+-------------------------------+--------------------+
|                 | Manchester                    | 4.6                |
+-----------------+-------------------------------+--------------------+
|                 | Concord                       | 1.5                |
+-----------------+-------------------------------+--------------------+
|                 | Dover                         | 1.1                |
+-----------------+-------------------------------+--------------------+
|                 | Rochester                     | 0.9                |
+-----------------+-------------------------------+--------------------+
| **New Jersey**  |                               | **13.3**           |
+-----------------+-------------------------------+--------------------+
|                 | Union City                    | 82.3               |
+-----------------+-------------------------------+--------------------+
|                 | West New York                 | 78.7               |
+-----------------+-------------------------------+--------------------+
|                 | Perth Amboy                   | 69.8               |
+-----------------+-------------------------------+--------------------+
|                 | Passaic                       | 62.5               |
+-----------------+-------------------------------+--------------------+
|                 | Paterson                      | 50.1               |
+-----------------+-------------------------------+--------------------+
| **New Mexico**  |                               | **42.1**           |
+-----------------+-------------------------------+--------------------+
|                 | Las Cruces                    | 51.7               |
+-----------------+-------------------------------+--------------------+
|                 | Santa Fe                      | 47.8               |
+-----------------+-------------------------------+--------------------+
|                 | Roswell                       | 44.3               |
+-----------------+-------------------------------+--------------------+
|                 | Hobbs                         | 42.2               |
+-----------------+-------------------------------+--------------------+
|                 | Albuquerque                   | 39.9               |
+-----------------+-------------------------------+--------------------+
| **New York**    |                               | 16.0               |
+-----------------+-------------------------------+--------------------+
|                 | Bronx                         | 48.4               |
+-----------------+-------------------------------+--------------------+
|                 | Port Chester                  | 46.2               |
+-----------------+-------------------------------+--------------------+
|                 | Newburgh                      | 36.3               |
+-----------------+-------------------------------+--------------------+
|                 | Freeport                      | 33.5               |
+-----------------+-------------------------------+--------------------+
|                 | Hempstead                     | 31.8               |
+-----------------+-------------------------------+--------------------+
| **North         |                               | **4.7**            |
| Carolina**      |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Monroe                        | 21.4               |
+-----------------+-------------------------------+--------------------+
|                 | Burlington                    | 10.1               |
+-----------------+-------------------------------+--------------------+
|                 | Jacksonville                  | 10.0               |
+-----------------+-------------------------------+--------------------+
|                 | Winston-Salem                 | 8.6                |
+-----------------+-------------------------------+--------------------+
|                 | Concord                       | 7.8                |
+-----------------+-------------------------------+--------------------+
| **North         |                               | **1.2**            |
| Dakota**        |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Grand Forks                   | 1.9                |
+-----------------+-------------------------------+--------------------+
|                 | Minot                         | 1.5                |
+-----------------+-------------------------------+--------------------+
|                 | Fargo                         | 1.3                |
+-----------------+-------------------------------+--------------------+
|                 | Bismarck                      | 0.7                |
+-----------------+-------------------------------+--------------------+
| **Ohio**        |                               | **1.9**            |
+-----------------+-------------------------------+--------------------+
|                 | Lorain                        | 21.0               |
+-----------------+-------------------------------+--------------------+
|                 | Cleveland                     | 7.3                |
+-----------------+-------------------------------+--------------------+
|                 | Toledo                        | 5.5                |
+-----------------+-------------------------------+--------------------+
|                 | Youngstown                    | 5.2                |
+-----------------+-------------------------------+--------------------+
|                 | Findlay                       | 3.9                |
+-----------------+-------------------------------+--------------------+
| **Oklahoma**    |                               | **5.2**            |
+-----------------+-------------------------------+--------------------+
|                 | Oklahoma City                 | 10.1               |
+-----------------+-------------------------------+--------------------+
|                 | Lawton                        | 9.4                |
+-----------------+-------------------------------+--------------------+
|                 | Tulsa                         | 7.2                |
+-----------------+-------------------------------+--------------------+
|                 | Moore                         | 5.1                |
+-----------------+-------------------------------+--------------------+
|                 | Enid                          | 4.7                |
+-----------------+-------------------------------+--------------------+
| **Oregon**      |                               | **8.0**            |
+-----------------+-------------------------------+--------------------+
|                 | Hillsboro                     | 18.9               |
+-----------------+-------------------------------+--------------------+
|                 | McMinnville                   | 14.6               |
+-----------------+-------------------------------+--------------------+
|                 | Salem                         | 14.6               |
+-----------------+-------------------------------+--------------------+
|                 | Keizer                        | 12.3               |
+-----------------+-------------------------------+--------------------+
|                 | Gresham                       | 11.9               |
+-----------------+-------------------------------+--------------------+
| *               |                               | **3.2**            |
| *Pennsylvania** |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Reading                       | 37.3               |
+-----------------+-------------------------------+--------------------+
|                 | Lancaster                     | 30.8               |
+-----------------+-------------------------------+--------------------+
|                 | Allentown                     | 24.4               |
+-----------------+-------------------------------+--------------------+
|                 | Bethlehem                     | 18.2               |
+-----------------+-------------------------------+--------------------+
|                 | York                          | 17.2               |
+-----------------+-------------------------------+--------------------+
| **Rhode         |                               | **8.7**            |
| Island**        |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Providence                    | 30.0               |
+-----------------+-------------------------------+--------------------+
|                 | Pawtucket                     | 13.9               |
+-----------------+-------------------------------+--------------------+
|                 | Woonsocket                    | 9.3                |
+-----------------+-------------------------------+--------------------+
|                 | Newport                       | 5.5                |
+-----------------+-------------------------------+--------------------+
|                 | Cranston                      | 4.6                |
+-----------------+-------------------------------+--------------------+
| **South         |                               | **2.4**            |
| Carolina**      |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Hilton Head                   | 11.5               |
+-----------------+-------------------------------+--------------------+
|                 | Goose Creek                   | 4.0                |
+-----------------+-------------------------------+--------------------+
|                 | North Charleston              | 4.0                |
+-----------------+-------------------------------+--------------------+
|                 | Greenville- Spartanburg       | 3.4                |
+-----------------+-------------------------------+--------------------+
|                 | Columbia                      | 3.0                |
+-----------------+-------------------------------+--------------------+
| **South         |                               | **1.4**            |
| Dakota**        |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Rapid City                    | 2.8                |
+-----------------+-------------------------------+--------------------+
|                 | Sioux Falls                   | 2.5                |
+-----------------+-------------------------------+--------------------+
| **Tennessee**   |                               | **2.2**            |
+-----------------+-------------------------------+--------------------+
|                 | Clarksville                   | 6.0                |
+-----------------+-------------------------------+--------------------+
|                 | Franklin                      | 4.8                |
+-----------------+-------------------------------+--------------------+
|                 | Nashville                     | 4.7                |
+-----------------+-------------------------------+--------------------+
|                 | Murfreesboro                  | 3.5                |
+-----------------+-------------------------------+--------------------+
|                 | Memphis                       | 3.0                |
+-----------------+-------------------------------+--------------------+
| **Texas**       |                               | **32.0**           |
+-----------------+-------------------------------+--------------------+
|                 | Laredo                        | 94.1               |
+-----------------+-------------------------------+--------------------+
|                 | Brownsville                   | 91.3               |
+-----------------+-------------------------------+--------------------+
|                 | Edinburg                      | 88.7               |
+-----------------+-------------------------------+--------------------+
|                 | Del Rio                       | 81.0               |
+-----------------+-------------------------------+--------------------+
|                 | El Paso                       | 76.6               |
+-----------------+-------------------------------+--------------------+
| **Utah**        |                               | **9.0**            |
+-----------------+-------------------------------+--------------------+
|                 | Ogden                         | 23.6               |
+-----------------+-------------------------------+--------------------+
|                 | Midvale                       | 20.8               |
+-----------------+-------------------------------+--------------------+
|                 | Salt Lake City                | 18.8               |
+-----------------+-------------------------------+--------------------+
|                 | West Valley City              | 18.5               |
+-----------------+-------------------------------+--------------------+
|                 | Taylorsville                  | 12.2               |
+-----------------+-------------------------------+--------------------+
| **Vermont**     |                               | **0.9**            |
+-----------------+-------------------------------+--------------------+
|                 | Burlington                    | 1.4                |
+-----------------+-------------------------------+--------------------+
| **Virginia**    |                               | **4.7**            |
+-----------------+-------------------------------+--------------------+
|                 | Manassas                      | 15.1               |
+-----------------+-------------------------------+--------------------+
|                 | Alexandria                    | 14.7               |
+-----------------+-------------------------------+--------------------+
|                 | Harrisonburg                  | 8.8                |
+-----------------+-------------------------------+--------------------+
|                 | Leesburg                      | 5.9                |
+-----------------+-------------------------------+--------------------+
|                 | Virginia Beach                | 4.2                |
+-----------------+-------------------------------+--------------------+
| **Washington**  |                               | **7.5**            |
+-----------------+-------------------------------+--------------------+
|                 | Pasco                         | 56.3               |
+-----------------+-------------------------------+--------------------+
|                 | Mount Vernon                  | 25.1               |
+-----------------+-------------------------------+--------------------+
|                 | Kennewick                     | 15.5               |
+-----------------+-------------------------------+--------------------+
|                 | SeaTac                        | 13.0               |
+-----------------+-------------------------------+--------------------+
|                 | Burien                        | 10.7               |
+-----------------+-------------------------------+--------------------+
| **West          |                               | **0.7**            |
| Virginia**      |                               |                    |
+-----------------+-------------------------------+--------------------+
|                 | Morgantown                    | 1.5                |
+-----------------+-------------------------------+--------------------+
|                 | Charleston                    | 0.8                |
+-----------------+-------------------------------+--------------------+
|                 | Huntington                    | 0.8                |
+-----------------+-------------------------------+--------------------+
|                 | Parkersburg                   | 0.8                |
+-----------------+-------------------------------+--------------------+
|                 | Wheeling                      | 0.6                |
+-----------------+-------------------------------+--------------------+
| **Wisconsin**   |                               | **3.6**            |
+-----------------+-------------------------------+--------------------+
|                 | Racine                        | 14.0               |
+-----------------+-------------------------------+--------------------+
|                 | Milwaukee                     | 12.0               |
+-----------------+-------------------------------+--------------------+
|                 | Kenosha                       | 10.0               |
+-----------------+-------------------------------+--------------------+
|                 | Beloit                        | 9.1                |
+-----------------+-------------------------------+--------------------+
|                 | Green Bay                     | 7.1                |
+-----------------+-------------------------------+--------------------+
| **Wyoming**     |                               | **6.4**            |
+-----------------+-------------------------------+--------------------+
|                 | Cheyenne                      | 12.5               |
+-----------------+-------------------------------+--------------------+
|                 | Laramie                       | 7.9                |
+-----------------+-------------------------------+--------------------+
|                 | Casper                        | 5.4                |
+-----------------+-------------------------------+--------------------+

*\*\*Several states have data on Hispanic population by density for less
than five cities as listed in the 2000 U.S. Census; for the states with
less than five cities, information on **[all]{.underline}** cities
provided in the 2000 U.S Census are included.*

*Source -- This data is taken from the 2000 U.S. Census, currently the
most up-to-date source of information on Hispanic population statistics.
If you are interested in locating the percentage of Hispanics in cities
not present in the above chart, go to:*

[*http://quickfacts.census.gov/qfd*](http://quickfacts.census.gov/qfd)

*Here you can select a state and search for city-specific statistics.*

*APPENDIX L -- Frequently Asked Questions*

Organizations in your area, especially those interested in partnering
with you, may have specific questions regarding the *Buenos Dias,
Artritis* campaign, your department/agency, and their possible
participation in the campaign. Below are questions area organizations
may ask, with some suggested answers. The questions below still require
customization.

**[Frequently Asked Questions]{.underline}**

[What is *Buenos Dias, Artritis?*]{.underline}

*Buenos Dias, Artritis* is a health communication campaign designed to
promote exercise among Spanish-speaking people in the Hispanic
population who have arthritis.

[What is the target audience for *Buenos Dias, Artritis*?]{.underline}

The campaign's target audience is people who are Hispanic and have
arthritis between the ages of 45 and 64, and who have an income of less
than \$35,000 a year.

[Why is \[YOUR ORGANIZATION\] doing this?]{.underline}

Many Hispanic citizens in your community who live with the pain of
arthritis don't know or think that moderate exercise for 30 minutes a
day, three or more times a week, can not only lessen pain but can also
help them become more active and energetic. With your help, we want to
communicate this potentially life-changing information.

[What materials are available to support the campaign?]{.underline}

All campaign materials are in Spanish and include radio spots, print
advertising, a brochure, a bookmark, a billboard, a bus shelter placard,
a bill stuffer, and a flyer. A limited number of materials are also
available in English.

[What materials are suggested as the minimum for implementing the
campaign?]{.underline}

Organizations should partner with a state health department to implement
the campaign and at least use the brochures and radio spots, bus shelter
placards, or billboards.

[Are there any TV spots for the *Buenos Dias, Artritis*
campaign?]{.underline}

At this time, campaign materials have not been designed or tested for
TV. You can supplement your campaign by arranging interviews with local
experts on TV station news or talk shows geared toward our target
population.

> [Can the materials be localized?]{.underline}

You can add the local program logo and the local toll-free number for
arthritis information, assuming you offer information in Spanish and a
Spanish-speaking operator. A web site address for a Spanish language web
page that offers information on local programs can also be added.

[How can we help? What does this partnership involve?]{.underline}

*See Ideas for Partnering with Organizations section and customize this
area.*

> [Can corporate logos be added to the campaign materials?]{.underline}

Health departments, arthritis programs, or arthritis partnership name(s)
and logo(s) can be added to the materials. It is possible to add
corporate logos, but because the CDC logo is embedded in the materials,
the process of seeking approval for this change is complicated and
time-consuming.

> The CDC Technology Transfer Office needs to approve placement of any
> corporate logo with the CDC logo. A written request for approval must
> be submitted. The request should specify a clear plan that identifies
> the intervention and rationale for the additional logo and the purpose
> of the corporate sponsor. These requests generally require several
> rounds of questions from the Technology Transfer Office. In general,
> CDC may approve requests related to activities of the corporate
> sponsor as "good corporate citizenship" but will be reluctant to
> approve requests when it is clear that the goal is purely gain for the
> corporate partners.
>
> [What other partners are involved in the campaign:]{.underline}

List your partners here and consider including information regarding
what they are doing to help disseminate the campaign. By seeing how
others are contributing, it may spur potential partners to sign up.

###### **How will this partnership benefit my organization?**

You will have the opportunity to accomplish several things:

#### Assist in the development of community programs and events that ... 

#### Address a serious economic, social and psychological threat to members of the Hispanic community 

#### Help those with arthritis live a more active and pain-free life. 

#### Enhance your presence as an organization committed to improving the lives of Hispanics in the U.S./our city.

-   Increase the exposure of your mission and objectives.

### Is there a financial cost in partnering with you?

Not necessarily. It depends on how we decide to partner together and how
this campaign can help you reach your organization's goals.

#### Are you interested in receiving in-kind support?

Yes, in-kind support is very welcome. Perhaps you can include campaign
information on your web site or in your newsletter. In addition, if your
organization runs or attends any consumer conferences, perhaps our
materials could be distributed at your booth. In the end, what is most
important is that we get the message out in a variety of ways to reach
as many people in our target audience as possible. We are open to any
ideas you have to share.

### How long is the campaign? 

The campaign materials expire in 6 years (September 1, 2011), which
correlates to the length of our talent agreements. When considering how
long to run the campaign in your market, we recommend approximately four
weeks. It is better to achieve a higher saturation of your message
during a shorter period of time than to space your campaign out over
several months. You may choose to run the campaign again at a later
date, just keep the saturation concept in mind.

*APPENDIX M -- Campaign Feedback Form*

*Buenos Dias, Artritis* \~ Campaign Feedback Form

We want to hear from you! Help us learn which components of the campaign
are working well, give us ideas for additional materials or just share
your experience. Thank you!

Name/Title:
\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

Organization:
\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

Phone Number: \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ Email address:
\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

1.  What components of the campaign worked well? (i.e. partner guide,
    media buying, community outreach)
    \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

1.  What components of the campaign did not work well? (i.e., pitching
    PSAs, implementation timeline)
    \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

2.  Are there additional resources or materials you feel would have
    helped you achieve better results?
    \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_

Please fax or mail this form to the contact below:

Teresa J. Brady, PhD

Arthritis Program, Centers for Disease Control and Prevention

4770 Buford Hwy NE MS K-51

Atlanta, GA 30341

Fax: 770-488-5856

[Section IV]{.underline}

Step-by-Step Partner Implementation Guide

This version is for your information only.

The entire Step-by-Step Partner Implementation Guide, complete with
sample creative and additional resources is contained in the *Partner
Guide file* on Disk 1*.* You can easily print it, or e-mail it to
partners from the *Partner Guide* file on Disk 1.

***Buenos Dias, Artritis***

***(Good Morning Arthritis)***

**\~**

**[Partner Guide:]{.smallcaps}**

[Conducting a Health Communication Campaign to]{.smallcaps}

## [Reduce the Burden of Arthritis in the Hispanic Population]{.smallcaps}

**\~**

Presented by:

Centers for Disease Control and Prevention

And

\[YOUR STATE\] Arthritis Programs

September 29, 2006 -- September 2011

\[PLACE ON YOUR STATE HEALTH DEPARTMENT LETTERHEAD\]

Dear Partner:

Thank you for agreeing to help implement the *Buenos Dias, Artritis*
communications campaign to help the Spanish-speaking Hispanic population
with arthritis understand the importance of exercise in managing their
arthritis.

Currently 2.6 million Hispanics in the United States have arthritis, and
arthritis imposes a serious physical, psychological, and economic threat
to the Hispanic population. Research shows that although the prevalence
of arthritis among the Hispanic population is less than that experienced
by Caucasians, a higher proportions of Hispanics report work limitations
due to arthritis and severe joint pain. Research has also demonstrated
that appropriate exercise can reduce pain and disability and improve
mood for people with arthritis.

*Buenos Dias, Artritis* was designed specifically to reach the
Spanish--speaking Hispanic population with arthritis between ages 45 and
64. Pilot-test results demonstrate that target audience members both
remember the message of the campaign, and are motivated to take
action---to exercise to improve their arthritis.

This guide includes an overview of the *Buenos Dias, Artritis* campaign,
campaign materials, and step-by-step suggestions to help you implement
the campaign. We hope this will make it easy for you to help spread this
important information to the Spanish-speaking Hispanic population in
your area.

Once again, thank you for your help in implementing the *Buenos Dias,
Artritis* campaign. If you have any questions after reviewing the guide,
please contact me at \[PHONE NUMBER\] OR \[E-MAIL\].

Sincerely,

\[YOUR NAME\]

\[YOUR TITLE\]

\[STATE\] Arthritis Program

**Table of Contents**

I.  **Step-By-Step Implementation Information Page**

-   Campaign Overview 5

-   Campaign Materials 6

-   Step 1: Selecting Who to Target and When and Where

> to Run the Campaign 9

-   Step 2: Select the Campaign Materials You Will Use 11

-   Step 3: Materials Selection Worksheet 13

# Step 4: Getting the Materials Distributed and Used Effectively 14

# Step 5: Tracking the Reach of Your Campaign Efforts 19

-   Suggested Implementation Timeline 20

## **II. Sample Campaign Materials Page**

-   Campaign Overview\* 22

-   Target Audience Profile 25

-   Print Creative Materials\* 28

-   Radio Creative Materials\* 51

-   Printing and Reproduction Specifications 60

## **III. Additional Resources Page**

-   Appendix A - Implementation Planning Worksheet\*

-   Appendix B - Sample Pitch Letter for Public Service Director\*

-   Appendix C - Sample Letter: Response to Public Inquiries\*

-   Appendix D - Sample Thank You Letter for Post Meeting\*

-   Appendix E - Sample Thank You Letter after Media Runs PSA\*

-   Appendix F - Newsletter Article\*

-   Appendix G - Resources Fact Sheet\*

-   Appendix H - Tracking Form

-   Appendix I - Template Web Site Copy\*

-   Appendix J - Hispanic Population by Largest U.S. Cities

-   Appendix K - Density of Hispanic Population by U.S. City

-   Appendix L - Frequently Asked Questions

-   Appendix M - Campaign Feedback Form

\* Marked items are available in English and Spanish

NOTE: This entire set of materials is available on Disk 1 in the Partner
Guide file

[Section I]{.underline}

Step-by-Step Implementation Information

### 

### 

### 

### 

### 

### *Buenos Dias, Artritis* Campaign Overview 

**Background:**

Research shows that although the prevalence of arthritis among the
Hispanic population is less than that experienced by Caucasians,
Hispanics report a higher proportion of work and activity limitations
due to arthritis and a higher proportion of severe joint pain.
Unfortunately, research also indicates that many in this population are
not aware of the important and beneficial effects of regular moderate
exercise on arthritis pain and associated disability. The goal of the
*Buenos Dias, Artritis* campaign is to encourage the target audience to
begin or improve management of their arthritis by beginning or
increasing participation in moderate exercise.

**Objectives:**

The *Buenos Dias, Artritis* campaign is designed to:

-   Raise awareness of exercise as a way to manage arthritis pain and
    increase mobility

-   Increase understanding of how to use exercise (which types and for
    how long/duration) to ease arthritis symptoms and prevent further
    disability

-   Enhance the confidence or belief of persons with arthritis that they
    can engage in moderate exercise

-   Increase trial of moderate exercise behaviors

**Target Audience:**

The primary audience for this campaign is Spanish-speaking people with
arthritis (or possible arthritis) of Hispanic descent. Additional
characteristics include:

-   Ages 45-64

-   Income under \$35,000

-   Arthritis threatens to affect valued life roles (such as caring for
    their family, maintaining their job or conducting activities of
    daily living)

**Key Messages From the Campaign:**

-   Exercise can help people with arthritis do something to improve
    their arthritis symptoms

-   Moderate exercise has important and beneficial effects on arthritis
    pain and associated disability. Studies show that 30 minutes of
    moderate exercise, at least three days per week, can help relieve
    arthritis pain and stiffness, and help persons with arthritis be
    more active and feel more energetic and positive. The 30 minutes of
    exercise per day can be done in three 10-minute increments
    throughout the day

-   Walking, swimming, and biking are good activities for people with
    arthritis

**Campaign Elements:**

The *Buenos Dias, Artritis* campaign consists of

-   Radio spots (taped or live announcer scripts)

-   Brochure and coordinating sticker to be placed on a counter top
    display

-   Outdoor advertising (billboard and bus shelter placard)

-   Print advertisements (full page ad, flyer, bill stuffer, and
    bookmark)

### *Buenos Dias, Artritis* Campaign Materials 

The *Buenos Dias, Artritis* campaign materials include radio spots,
outdoor advertising, a brochure and brochure holder, and print materials
in four different sizes. The specifics are listed below, and samples are
included in *Section II: Sample Campaign Materials*. All radio and print
executions can also be used as either a public service announcement or a
paid placement.

**Radio Spots:**

All radio spots have the same theme: "I will exercise... arthritis, you
will not beat me today". Live announcer scripts can be read or recorded
by a local radio personality, or taped spots can be used. The taped
spots are available in four lengths; please use the unique code that
identifies each spot when working with a radio station.

Taped Spots:

-   60-second taped spot (HART-0560)

-   30-second taped spot (HART-0530)

-   50-second taped (which allows a 10-second tag to be added to include
    the state arthritis program or coalition as a sponsor) (HART-0550)

-   25-second taped spot (which allows a 5-second tag to be added to
    include the state arthritis program or coalition as a sponsor)
    (HART-0525)

Live announcer Scripts:

-   30-second live announcer script (to be read by on-air personality,
    not pre-recorded)

-   25 second live announcer script (to be read by on-air personality,
    not pre-recorded), which allows for a 5-second tag to be added to
    include the state arthritis program or coalition as a sponsor

**Outdoor Advertising:**

Two forms of outdoor advertising are available.

-   4' X 6' bus shelter placard featuring couple walking outdoors

-   19' X 48' outdoor billboard with two different pictures

    -   Group of three women walking

    -   Couple walking outdoors

**Brochure:**

The three-panel brochure is provided for distribution at local community
sites. The brochure is available in color and in black and white via PDF
format (ready to use) or Quark format, which can be localized to include
the health department logo or a local Spanish-speaking telephone
response number. A brochure holder sticker is also available.

Note: There is no specified brochure holder; you select the style that
best suits your needs. For example, you can order brochure holders from
Screen Art Posters, Inc., 4333 East 10^th^ Lane, Hialeah, FL
(305-681-4641). BRO-HOLD model \# A414-112 has worked well in past
campaigns.

**Print Ads and Supplemental Materials:**

Print ads come in 4 sizes, and with 4 different visual images. All print
materials are available in color or black and white. All materials come
in a PDF format that is ready-to-use (not localizable), and a Quark
format (localizable). The versions formatted in PDF cannot be modified;
they include the Arthritis Foundation's toll-free number and Spanish web
site as the response mechanism (e.g. where to go for more information).

The localizable versions are provided in Quark and can be adapted, by a
printer or graphic designer with access to this program, to include the
health department or arthritis coalition logo, as well as a local
Spanish-speaking phone number or web site (you would replace the
Arthritis Foundation contact information). In addition, Quark allows
each of the materials to be re-sized, providing you limitless options in
meeting any media outlet's specifications.

All print materials can be used as paid ads, public service
announcements, or supplemental materials such as bookmarks, bill
stuffers, bag inserts, mug imprints, or other creative uses.

**Important Note:**

All campaign materials expire on September 1, 2011.

It is illegal to use them after this date.

Print ad images:

> •        Couple walking outdoors
>
> •        Couple walking indoors (mall)
>
> •        Man walking dog
>
> •        Group of three women walking outdoors

Print material sizes:

-   7 x 10 (full page print advertising)

-   8.5 x 11 (flyer)

-   5.25 x 3.25 (bill stuffer size)

-   2.25 x 6 (bookmark size)

**Important Note:**

Health department or arthritis coalition names and/or logos can be added
to the materials. The addition of other logos will require approval of
the CDC Office of Technology Transfer. This approval can take several
months to receive. See details in Appendix L.

**English Print Materials:**

All campaign materials are in Spanish; however, select English
translations have been provided to support situations where you want to
supplement the Spanish campaign with a few English placements (as the
target audience does consume some English media).

The following ads are available in English:

-   7 x 10 (print ad) -- all graphic versions provided

-   8.5 x 11 (flyer) -- women walking outdoors

-   5.25 x 3.25 (bill stuffer) -- couple walking indoors

-   2.25 x 6 (bookmark) -- man walking dog

-   19' x 48' (outdoor board) -- couplewalking outdoors

-   4' x 6' (bus shelter placard)-- couple walking outdoors

**Step-by-Step Campaign Implementation---Step 1**

Now that you are familiar with the campaign objectives and materials it
is time to begin planning your campaign implementation. This section
walks you through the campaign implementation planning process.

**Step 1: Selecting Who to Target, and When and Where to Run the
Campaign**

**Questions to Ask Yourself:**

1.  Do you want to reach the entire target population (Spanish-speaking
    people with arthritis of Hispanic descent, ages 45-64, and income
    below \$35,000), or some sub-group (i.e.; primarily women, primarily
    those 55-64, or some other segment)?

2.  Where does your target audience live? What geographic areas should
    you target your efforts?

3.  Are there other community events (i.e.; Arthritis Walks, Hispanic
    Heritage Month, etc) that would complement your campaign? Are there
    certain events that would compete with the campaign?

**Things to Consider:**

Target Audience:

Whether you decide to focus on the entire target audience or a sub-group
may depend on how easy the sub-group is to reach (i.e. are there places
only women would see the ads), and how far your financial resources will
go.

Target Area:

You may have the resources to blanket your entire area with brochures,
print ads, and outdoor advertising. More than likely, financial
resources will limit how large an area you can reasonable reach with the
brochures and other materials placed in the community. Keep in mind,
people remember a message better if they hear and see it multiple times,
so it is better to saturate a smaller area than try to reach a large
area. Make sure you target areas with high numbers of Hispanic people in
them. Information on the Hispanic population, by state and city, is
available from http://www.census.gov.

Campaign Timing

Besides National Arthritis Month in May, you also may want to keep in
mind the following:

-   Seasons: Think about running the campaign at times when campaign
    messages will be most relevant -- such as spring through fall, when
    people will be most inclined to get active outside

-   Other Activities: Consider other community activities to tag on to
    and competing activities to avoid

-   Special Months: Consider focusing efforts around Hispanic Heritage
    Month (usually runs Sept. 15 -- Oct. 15^th^ of each year) when media
    outlets already may have promotions planned

-   Community Celebration Days: Consider coordinating with special days
    such as:

    -   September 15 \-- Independence Day for Costa Rica, El Salvador,
        Guatemala, Honduras, Nicaragua;

    -   September 16 \-- Mexican Independence Day; and

    -   October 12 \-- El Dia de la Raza

Make sure you allow enough time to plan your campaign and distribute the
campaign materials. See Campaign Implementation Timeline after Step 5 in
this guide.

**Step-by-Step Campaign Implementation---Step 2**

**Step 2: Select the Campaign Materials You Will Use**

**Questions to Ask Yourself:**

1.  What do you know about your target audience?

    a.  What radio stations do they listen to? At what time of day?

    b.  What newspapers do they read?

    c.  What community locations (shops, restaurants, bus stops,
        doctors' offices, community centers) do they go to frequently?

2.  What Spanish-speaking communication vehicles exist in your target
    area?

    a.  Is there a Spanish-speaking radio station?

    b.  Is there a Spanish-language newspaper or magazine?

3.  Are there bus routes that are used by many Spanish-speaking people?

4.  Do you want to localize the materials by adding the name of the
    health department or arthritis program/coalition? Reminder: No other
    names or logo's can be added without written permission from the CDC
    Office of Technology Transfer; however, localizing the phone number
    or Web site does not require approval.

5.  Do you have the capacity to receive phone calls from
    Spanish-speaking individuals who want more information? If so, do
    you plan to replace the Arthritis Foundation toll-free number with a
    local telephone response number?

6.  Do you want to print the materials in color or black and white?

**Things to Consider:**

Mandatory Campaign Elements: To fully implement the campaign you must
use, at a minimum,

-   Radio spots OR outdoor advertising (billboards or bus shelter
    placards)

> AND

-   Brochures placed in community locations

Pilot test results suggest that print ads and flyers are also very
helpful.

Color versus black and white: Audience research demonstrated that the
vibrant color was one of the elements of the materials that attracted
attention. It is definitely worth investing in color materials if at all
possible.

Materials selection: Audience testing revealed that the target audience
was most attracted to these materials because they were in Spanish, had
"arthritis" in the title, and were colorful. You do not need to be
concerned if the graphics do not look just like the Hispanic population
you are targeting.

Most target audience members did perceive the individuals depicted in
the campaign graphics as Hispanic, and like themselves or people they
knew. However, the specific appearance of the people depicted DID NOT
influence whether or not an individual was attracted to the campaign
material. Similarly, the type of dog pictured in the graphic of the man
walking a dog was irrelevant to the target audience.

The materials selection worksheet on the next page will help you record
your decisions regarding materials selection.

**Step-by-Step Campaign Implementation---Step 3**

**Step 3: Materials Selection Worksheet**

You must use the mandatory campaign elements. You can use as many
additional elements as you like. Remember, the more frequently the
message is heard or viewed, the more likely it is to be remembered.

**1. Check which MANDATORY elements you plan to use:**

-   Brochures (mandatory)

**AND**

-   Radio Spots

**AND/OR**

-   Outdoor Advertising

    -   Billboards (Couple walking outdoors or group of women walking
        outdoors)

**AND/OR**

-   Bus shelter placards

**2. Check which OPTIONAL elements you plan to use:**

-   7 x 10 (full page print advertising)

-   8.5 x 11 (flyer)

-   5.25 x 3.25 (bill stuffer size)

-   2.25 x 6 (bookmark size)

\*Don't forget about the opportunity to use these images for mugs,
grocery bags, etc.

3.  **For the supplemental print materials, which graphic is most likely
    to resonate with your target audience?**

    -   Couple walking outdoors. Which size\[s\]?:

    -   Couple walking indoors (mall). Which size\[s\]?:

    -   Man walking dog. Which size\[s\]?:

    -   Group of three women walking outdoors. What size\[s\]?:

4.  **Do you plan to localize the materials? (add health department or
    arthritis program/coalition name and/or logo, or replace national
    with local response number)?**

> \_\_\_\_ YES (use print files in QUARK; 50-second and/or 25-second
> radio spots)
>
> \_\_\_\_ NO (use PDF print files and 60-second and/or 30-second radio
> spots)

5.  **Do you plan to print in color or black and white?**

6.  **Do you plan to supplement your materials with any of the materials
    provided in English? If so, which ones?**

**Step-by-Step Campaign Implementation---Step 4**

**Step 4: Getting the Materials Distributed and Used Effectively**

***Questions to Ask Yourself:***

1.  What mix of paid advertising, public service announcements, and
    distribution of brochures, flyers, and other supplemental materials
    will maximize your budget?

2.  What creative ideas do you have for using the supplemental print
    materials?

3.  Do you have, or do you need to develop, relationships with public
    service directors at Spanish-speaking radio stations and newspapers?

4.  Who can distribute the brochures, flyers, and other items to be
    placed at community locations?

***Things to Consider:***

The Buenos Dias, Artritis campaign provides both public service
announcements (PSAs) and advertising options to expand your campaign
options. PSAs are used when a media outlet uses your material
free-of-charge, i.e. you do not pay for the placement. Advertising is
when you use this same material, but pay the media outlet for the
placement. There are advantages and challenges to both options. Be aware
that you diminish your chances of receiving free PSA placement if you
have previously purchased advertising space. It is sometimes possible to
bargain for a match---you purchase some ads and the radio station or
newspaper donates additional space. See the next few pages for tips on
placing PSA's and paid advertising.

**Creative use of supplemental print materials from State Health
Departments that pilot tested the campaign materials:**

Use of the additional print materials is limited only by your
imagination. For example:

-   New York created banners from the bus placards and hung them on the
    outside of a local community center.

-   Oklahoma re-sized the billboard ad to fit on bus benches.

-   Wisconsin included the bill-stuffer in the paychecks of workers at a
    temporary employment agency, and in the utility bills in their
    target area.

-   California mailed the brochure to all the homes in their target area
    (defined by census tracts).

-   Florida and California both placed brochures in multiple medical
    clinics where Spanish-speaking Hispanics receive care.

-   New York imprinted campaign graphics on coffee mugs distributed at
    churches

**Step-by-Step Campaign Implementation---Step 4 (continued)**

**Effective PSA Placement**

The PSA announcements the CDC has created, as part of its *Buenos Dias,
Artritis* campaign, represent a powerful and economical way to raise
awareness about arthritis management. To ensure the PSAs are effective
in reaching audiences, the PSAs need to make it into the hands of the
right people. This is where you can play a critical role -- by meeting
with or talking to your local public service directors to explain the
impact of arthritis on their local audience and the importance of
disseminating information on exercise to help reduce pain and related
disability among Spanish-speaking, Hispanic populations.

The following section outlines actions to help ensure your success when
you are not purchasing advertising space.

# **Creating Your PSA Distribution List:**

-   **Make a list of radio stations and local newspapers and
    magazines.** Keep in mind your primary audience is Spanish-speaking
    people of Hispanic decent between the ages of 45-64. You want to be
    sure your list includes stations and publications that cater to this
    audience -- specifically Spanish-language formats.

-   **Obtain contact information for public service directors.** Most
    radio stations, as well as print publications and web sites, have a
    public service director who schedules PSAs.

-   **Identify non-media outlets.** Consider opportunities beyond media
    to place your PSA, such as billboards or bus shelter placards.

# **Placing Radio PSAs:**

***Format* --** Your PSA package includes pre-recorded PSAs and live
announcer scripts. Many stations prefer the latter, so their own on-air
personalities can read the script themselves, which provides a local
feel to the piece. You can photocopy the scripts and send them to radio
stations together with a pitch letter (see Appendix B for sample pitch
letter).

Other stations may prefer to use pre-recorded versions. To reproduce the
radio PSAs, take the master CD (included in this packet) to your local
CD duplication company. If you would like to localize your radio PSA
with information, such as a local 800 number or program, contact a local
recording studio or production house to record the remaining 5-10
seconds. Some radio station will create the local tag for free,
especially if they have agreed to run one or more of the PSAs. Just ask.

Depending on your resources, consider sending both the announcer script
and hard copy CD to the public service director. Or you can contact
stations in advance and ask which format they prefer. The radio piece is
also available via MP3 format at <http://www.cdc.gov/arthritis/>.

***Timing* --** Consider timing when distributing your PSAs. Radio
stations usually require several weeks' notice to work a PSA into
rotation. Encourage public service directors to play your PSAs when you
can reach the largest audience -- such as morning and evening drive
time.

## ***Placing Print PSAs:***

Your package includes 4 print PSAs. Print PSAs tend to be more difficult
to place than radio PSAs due to space limitations and competition from
paying advertisers. As with radio, your success will depend largely on
your "pitch" (position the importance of this issue to the outlets
readers/listeners) to the outlet. Print outlets will be especially
interested in local statistics, so be prepared to explain how many
readers, in your city and state, are impacted by arthritis.

***Format*** --We have designed the full-page PSA to meet most print
publication requirements. The less work the print publication has to do
to use your PSA, the more likely they are to use it. The other print
pieces can also be used as PSAs if different sizes are required.

***Usage*** -- See *Section II: Sample Campaign Materials* for
instructions on how to localize your creative materials.

***Timing*** -- As with radio PSAs, print publications typically require
two to four weeks notice to put PSAs into rotation, so plan accordingly.
Again, look for times of the year when your messages will be most
suitable to readers. Conduct background research to identify any annual
issues or promotions that may be appropriate, such as arthritis,
physical activity or Hispanic health.

**Step-by-Step Campaign Implementation---Step 4 (continued)**

**Effective Paid Advertising Placement**

# 

The print and radio creative also can be used for paid advertising.
(Remember: advertising is when you pay for placement and is therefore
not considered a PSA; although the creative material is the same.)

The advantage to paying for your ads to be placed is *guaranteed*
dissemination of your message -- you know your ads will air on the radio
station or appear in your local print publication. Also, you have
control over when the creative is placed/aired. You pay for a specific
time slot, a specific day and you determine how often it will run. All
this is based on the advertising contract you negotiate with the media
outlet. Following are a few things to consider when purchasing
advertising.

***Purchasing Air Time/Radio:***

***Make sure your ad reaches WHO you want WHEN you want*.** As discussed
previously in this section, you will want to consider print publications
and radio stations that cater to your target audience, in this case,
Spanish-speaking individuals of Hispanic descent. With radio, consider
buying spots during peak times, if your budget allows. Be sure to ask
the station's advertising sales representative for a listener report.
This data can tell you how many people listen during which windows of
time, the average age of those listeners, gender and race.

***Purchasing Space/Print:***

When talking with your advertising sales representative, be sure to ask
for a media kit, outlining audience demographics for your consideration.
You want to know the following: Who reads this publication (age, gender,
race)? Which day the paper is most highly read (it is often Sunday)?
Which sections are highly read? Do they provide links to articles on the
outlet's web site?

**Note:** Using a media buyer can be helpful in getting your message
out---especially in areas with multiple media outlets---and negotiating
a better advertising rate. A media buyer with specific knowledge of the
Hispanic market may be able to assist you in making choices about paid
advertising.

**Making the Most of your Advertising Budget**

As discussed above, advertising costs vary depending upon time of day
the ad is aired or location within a publication (upper right corner of
the front section of the paper, vs. bottom left corner of the local
section). To ensure you get the most leverage for your ad buy, consider
the following tips:

-   ***Repeat your message again and again...and again.*** Research
    shows that the more a message is heard or viewed, the greater
    likelihood it will prompt a person to action

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-   ***Maximize your ad buy.*** Radio and print outlets offer packaged
    advertising buys, where you purchase a number of commercial spots
    for use at different times throughout the year. For instance, you
    may want to have an ad placed every month, or every quarter. The
    package is typically less expensive than if you were to purchase the
    ad space one spot at a time

-   ***Maximize your message.*** In addition to purchasing the "best"
    placement spot (time, placement on page), and considering how you
    can bundle your buy to maximize your budget, it's also important to
    consider how your buy can maximize your message. If you spread your
    message out too much, especially when purchasing radio time, you are
    less likely to break through the clutter and motivate people to
    action. For example, it's better to run your ad 4 times a day for 2
    weeks than 1 time a day for 56 weeks. The goal is to achieve as much
    "saturation" as possible

-   ***Ask for added value.*** Depending on your media market, once you
    purchase space the radio stations and/or publications you are
    working with may be willing to throw in complimentary, or
    discounted, ad space. Be proactive in this regard and have an "ask"
    in mind when you go in to negotiate. For instance, ask them to match
    every two paid spots you purchase with one free airing. Or ask them
    for a weather or traffic sponsorship, which ends with a "brought to
    you by" tag that includes the 800 number or web site

-   ***Be flexible.*** If your campaign allows some flexibility, tell
    radio stations and publications that you are willing to have your
    spots run in place of ads cancelled at the last minute. This option
    may mean you do not get your targeted airtime, or position in the
    daily paper, but it is guaranteed placement nonetheless it is worth
    considering

**Step-by-Step Campaign Implementation---Step 5**

**Step 5: Tracking the Reach of your Campaign Efforts**

***Things to Remember:***

1.  It is important to obtain listener-ship reports from radio stations
    for when your PSA's or paid ads ran, and readership reports for any
    newspapers or newsletters that ran your print PSAs or ads.

2.  It is useful to keep track of the number of flyers and posters
    distributed, and the number of brochures both distributed to
    community locations, and picked up by individuals at those
    locations.

3.  Although the "call-to-action" for these materials is to exercise,
    not call for more information, it will be useful to track how many
    calls were received on the 800 number or how many hits were received
    on the web site used (assuming materials are localized).

> NOTE: If your state health department has not provided you with a
> tracking form to record these exposures, a sample form is included in
> *Appendix H*.

**Suggested Campaign Implementation Timeline**

Below is a suggested timeline and checklist, which shows each step of
the campaign implementation process. Because resources vary, we have
included a variety of ideas to consider. Please identify and implement
steps that are ideal for your organization.

**[Month One:]{.underline}**

-   Print Buenos Dias, Artritis How To Guide

-   Review contents to become familiar with campaign goals, guide
    content and resources

-   Conduct a brainstorm with your team to determine the best
    implementation process

-   Plan how you will monitor your campaign implementation

**[Month Two:]{.underline}**

-   Develop your contact list (PSA Directors for PSAs; advertising
    personnel for paid placement; healthcare reporters if you choose to
    create a larger story with the media)

-   Schedule in-person meetings with key PSA Directors or reporters;
    identify members of the Hispanic population with arthritis to attend
    meetings with you, a member of one of the organizations you are
    partnering with or a rheumatologist

-   Customize enclosed template media materials for both in-person
    meetings and mailings. See Appendix B.

-   Determine appropriate distribution method for materials (hard copy,
    CD, or e-mail)

-   Create custom kits for each contact/media outlet

-   Distribute kits to media targets (consider personally delivering
    kits), and/or finalize list of outlets to receive paid placements

**[Month Three:]{.underline}**

-   Follow up with media you meet or talk to within 48 hours. If you
    spoke to someone on the phone or in person, send a follow-up thank
    you letter. See Appendix D.

-   Follow up with all other contacts, within two weeks, by placing a
    phone call to assess interest and determine if additional
    information is needed

**[Continuous Follow-Up Steps:]{.underline}**

-   Send thank you letters to all outlets that do run the PSA campaign.
    Ideally, ask multiple individuals from your organization, partner
    organizations and people with arthritis to send a thank you letter
    to show the depth and breath of your thanks and to encourage the
    media outlet to continue running the campaign

-   Follow up with media who have yet to run the campaign to determine
    if there are any additional options (select ideal times of the year,
    such as the following: National Arthritis Month, New Year's
    (resolution time), spring, summer or fall (active outdoor seasons),
    a special event, etc.)

**[Tracking Your Placements:]{.underline}**

*It's important not only to garner a placement of your PSA and/or an
article, but also to track which outlets, contacts and target audience
you reached. See Appendix H for a sample tracking form.*