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Social marketing campaign: Amor Y Salud
Amor y Salud logo

What is Amor y Salud?

Amor y Salud  is a social marketing campaign designed to create an awareness of preconception health issues among Latinas in Southern Oregon. 
In September 2008, Oregon received a grant from the U.S. Health Resource Services Administration to improve awareness of preconception health in a high risk population. Counties involved in the project include: Douglas, Jackson, Josephine, Lane and Marion.

Why we're conducting this campaign

The  Amor y Salud campaign chose to focus on first generation Latina women born in the U.S. Studies in maternal and child health have shown that immigrant Latinas experience better birth outcomes than the average U.S.-born woman. 1 However, as new immigrants assimilate to life in the U.S., their initially higher rates of healthy birth outcomes diminish. In subsequent generations, Latinas’ birth outcomes are comparable or worse than rates among U.S.-born white women. 2
For almost two decades, the literature has consistently described this discrepancy as the “Latina paradox.” The findings are especially well documented for Mexican immigrants and their U.S.-born children. 3 Research suggests social support, strong family ties, healthy diet, limited use of cigarettes and alcohol, and religion play a role in improved outcomes for immigrants.
The  Amor y Salud concept uses these strengths to promote continued health among Latinas born in the U.S. to immigrant parents. Providers are key to increase awareness of preconception health practices.
1 Cervantes A  , Keith L, & Wyshak G.  Adverse Birth Outcomes Among Native-Born and Immigrant Women: Replicating National Evidence Regarding Mexicans at the Local Level. Maternal and Child Health Journal. June, 1999, 3:2.
Accessed online 6/20/08 at
2  Ibid.
3  Ibid.

How we're collecting information

During the Spring of 2009, formative research was conducted in the five county target area. Both providers and Latinas were interviewed regarding their health care needs, the role of family and providers in promoting health lifestyles, and knowledge of women’s health issues. The formative research report was presented in September, 2009.
Download the report (pdf, 14MB)
Download the PowerPoint presentation (ppt, 2.5MB)