Multimedia outreach program to promote health among African-Americans
Racial and ethnic disparities in health and health care are well documented: heart disease, diabetes, asthma, HIV/AIDS, and many forms of cancer are more prevalent among African Americans than in the white population. To address these inequities, ABC Radio Networks and the U.S. Department of Health and Human Services are partnering for a five-year, $400-million initiative called Closing the Health Gap. The project will use a multimedia campaign to promote health and encourage health care utilization among African Americans. The campaign will develop culturally appropriate messages to reach a large African-American audience. The Foundation's support for this project will allow it to co-produce a one-minute radio advertisement to air once weekly for a year on the ABC Radio Network's Urban Advantage Network, which reaches 17 million listeners (about 80 percent African American) each week. This project will be considered successful if the media campaign raises awareness of health issues among African Americans and improves health care-seeking behavior and health status in this population.
Amount Awarded $500,000.00
Awarded on: 7/8/2002
Time frame: 7/1/2002 - 12/31/2002
Grant Number: 45760