You Talking to Me? Public Service Ads Target African Americans

Multimedia outreach program to promote health among African Americans

In 2002, the ABC Radio Networks produced public service health messages that were broadcast from September through December 2002 to the largely African American audience of its Urban Advantage Network.

The project was part of a five-year, $400 million initiative called "Closing the Health Gap" — launched in 2001 in partnership with the U.S. Department of Health and Human Services (HHS) — to address the disparities in health access and outcomes among racial and ethnic minorities.

Key Results

In an interview, the project director reported the following results:

  • From September 4 through December 27, 2002, an RWJF-sponsored public service message aired at least once a week.
  • During the same period, Tom Joyner's spoken health message aired once a week during his Sky Show.
  • During the grant period, an estimated 10 million people received messages about the "Closing the Health Gap" campaign through all media, including print, television radio and the World Wide Web.

Funding

The Robert Wood Johnson Foundation (RWJF) supported this project through a grant of $374,000.

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