title: Using an opinion poll to build an obesity-prevention social marketing campaign for low-income Asian and Hispanic immigrants: report of findings.
abstract: OBJECTIVE
  To gain opinions from low-income, limited-English-speaking Hispanic and Asian immigrants for formative research in a social marketing campaign.
  
  
  METHODS
  Nineteen questions on obesity prevention-related topics were embedded into a larger random digit-dial survey investigating the effects of language and cultural barriers on health care access. Participants were selected by ethnic encoding from consumer databases.
  
  
  METHODS
  California's northern, southern, and Central Valley regions.
  
  
  METHODS
  Nine hundred and five adult Hispanic, Chinese, Vietnamese, Hmong, and Korean Californians from households < 130% of the Federal Poverty Level interviewed in 2005.
  
  
  METHODS
  Media usage, food stamp participation, health insurance, health problems, access and availability of fruits and vegetables (FVs) and physical activity, beliefs about overweight, and related regulation and policy change.
  
  
  METHODS
  Descriptive statistics and percentages for all questions.
  
  
  RESULTS
  Latinos reported receiving most information from television; Hmong from radio. Hispanics, Koreans, and Vietnamese thought diabetes was the greatest health issue in California. Among Hmong, 83% thought FVs were too expensive, and 49% of Vietnamese thought good quality, affordable fresh FVs were too hard to find.
  
  
  CONCLUSIONS
  Identifying characteristics and opinions that distinguish these ethnic immigrant populations better enables the Network for a Healthy California to develop culturally relevant social marketing campaigns and materials.
authors.affiliation: Network for a Healthy California, California Department of Public Health and Public Health Institute, Sacramento, CA 95899-7377, USA. Sharon.Sugerman@cdph.ca.gov
authors.forename: Sharon
authors.initials: S
authors.lastname: Sugerman
authors.forename: Desiree
authors.initials: D
authors.lastname: Backman
authors.forename: Susan B
authors.initials: SB
authors.lastname: Foerster
authors.forename: Alyssa
authors.initials: A
authors.lastname: Ghirardelli
authors.forename: Amanda
authors.initials: A
authors.lastname: Linares
authors.forename: Amy
authors.initials: A
authors.lastname: Fong
mesh_terms: D001213:Asian / Q000706:statistics & numerical data*; D002140:California; D003144:Communication Barriers; D054242:Emigrants and Immigrants; D006266:Health Education; D006630:Hispanic or Latino / Q000706:statistics & numerical data*; D006801:Humans; D009765:Obesity / Q000208:ethnology* / Q000517:prevention & control*; D011639:Public Opinion; D040241:Social Marketing