California Legislature Designates June as Latino Health Awareness Month in Response to Latino Health Crisis.

Lifestyle & Health Editors

FRESNO, Calif.--(BUSINESS WIRE)--June 3, 2003

"California Latino 5 a Day Campaign" Study Results Validate Success

of State Media and Social Marketing Initiative in Addressing Health

Risks of California's Latino Population

Recognizing the startling health risks facing California Latinos, the California legislature today presented to the "California Latino 5 a Day Campaign" a resolution declaring June 2003 as Latino Health Awareness Month. Among California Latinos, heart disease, cancer, stroke, and diabetes account for nearly 60 percent of all deaths.(1) In addition, 45 percent of California Latino adults are overweight and more than one-quarter are obese.(2)

"By proclaiming June 2003 Latino Health Awareness Month, the California legislature is sending a strong message that the health crisis facing California Latinos must be addressed," said California State Assemblymember Sarah Reyes, who sponsored the resolution. "By partnering with the `California Latino 5 a Day Campaign', we are giving California Latinos the tools they need to choose nutritious foods in order to lead a healthy life and help protect their families from chronic diseases."

During the presentation, which was held in Fresno, "California Latino 5 a Day Campaign" representatives announced the results of a four-month study that highlighted the "Campaign's" ability to improve fruit and vegetable consumption among California Latinos through the media and through culturally appropriate activities conducted at Latino festivals, farmers'/flea markets, and grocery stores. The study revealed that Spanish-speaking Latinos living in Fresno reported an increase in fruit and vegetable consumption, from 4.4 servings to 6.0 servings per day, a daily increase of more than 1.5 servings. The study also showed that the more often Latinos in Fresno were exposed to the "California Latino 5 a Day Campaign," the more their fruit and vegetable consumption increased, and the more they were aware of the "5 a Day" message, desired to eat more fruits and vegetables, and intended to eat 5 a day.

Commenting on the study, Desiree Backman, Dr.P.H., R.D., manager of the "California Latino 5 a Day Campaign" and principal investigator of the research, said: "The study results we've announced today demonstrate that the `California Latino 5 a Day Campaign' is truly effective in producing positive changes in fruit and vegetable consumption among our target audience. The study emphasizes the importance of designing campaigns to appeal to the cultural needs, norms, and lifestyles of the Latino population. To achieve the best possible results, outreach approaches must reach Latinos in their homes, where they shop, where they eat, where they gather with other community members, and where they celebrate their rich cultural heritage."

To commemorate its successes to date and to reinforce the need to continually empower Latinos to eat 5 or more servings of fruits and vegetables every day, the "California Latino 5 a Day Campaign" also unveiled an original piece of mural artwork during the event. The mural artwork, which was commissioned by the "Campaign" from local Fresno artist Ramiro Martinez, celebrates the contributions of the Latino community in California and inspires Latinos to live active, healthy lifestyles.

Other communities throughout California, including Monterey, Salinas, San Diego, San Bernardino, and Riverside, will join Fresno in celebrating Latino Health Awareness Month. The "California Latino 5 a Day Campaign" will be sponsoring many festive activities in these communities throughout the month of June.

The "California Latino 5 a Day Campaign," which is part of the "California Nutrition Network for Healthy, Active Families," is a public health initiative led by the California Department of Health Services and administered by the Public Health Institute in cooperation with the "National 5 A Day Program" of the National Cancer Institute. Its purpose is to empower Latino adults and their families to consume 5 or more servings of fruits and vegetables and engage in at least 30 minutes of physical activity every day. The "Campaign" also works with communities throughout California to create environments where these behaviors are socially supported and easy to do. The "5 a Day" and physical activity objectives are designed to reduce the risk of chronic diseases, especially cancer, heart disease, diabetes, and obesity.

Funding for the study was provided by a grant from the National Cancer Institute and the Centers for Disease Control and Prevention. Funding for the interventions was provided by The California Endowment and the United States Department of Agriculture's Food Stamp Program. For more information, please call toll-free 1-888-EAT-FIVE or visit www.ca5aday.com.

(1) Leading Causes of Death, State of California, Department of

Health Services, Death Records, 2000.

(2) California data - California Behavioral Risk Factor Survey,

2001 data. Survey Research Group, Cancer Surveillance Section,

California Department of Health Services, 2002.