Promoting Multivitamins to Hispanic Adolescents and Mothers

Abstract

Neural tube defects (NTDs) can be reduced by 50% to 70% with sufficient periconceptional intake of folic acid. Hispanic women are up to 3 times more likely than non-Hispanics to have a child affected by NTDs. This disparity is complicated by health literacy, as women impacted by this disparity are also at-risk for low health literacy. The purpose of this project was to pilot advertisements to promote multivitamins, increasing folic acid consumption, among Hispanic adolescents. The advertisements for Hispanic adolescents and their mothers focused on broad benefits of a multivitamin, downplaying folic acid’s role in prenatal health. Participants were Hispanic mothers ( n = 25) and adolescents ( n = 25) at a clinic in the Southwestern United States. Likert-type survey items and an open-ended question were used to assess attitudes toward multivitamins and advertisements. The Newest Vital Sign (NVS) was used to assess participants’ health literacy. Participants’ impressions of the ads were positive. Both groups expressed the intent to start taking a daily multivitamin after viewing the ads—adolescents for themselves and mothers to start their daughters on a daily multivitamin. There was no relationship between participants’ health literacy and perceptions of the advertisements or intentions to begin a multivitamin habit. This research illustrates the potential of messages that rely on peripheral health benefits to overcome communication barriers posed by health literacy and address serious health problems such as NTDs.