Focus Groups to Listen & Learn Eleanor Long , MSPH (LAC/DPH MCAH)

1. Focus Groups to Listen & Learn Eleanor Long, MSPH (LAC/DPH MCAH) Sharen Anthony, MFCC, RD (PHFE/WIC) Cynthia Harding, MPH (LAC/DPH MCAH)

2. Focus Groups to Listen & LearnEleanor LongHealth Education CoordinatorLos Angeles County Department of Public HealthMaternal, Child & Adolescent Health Programs

3. Why Focus Group Research? • Produces insights for outreach strategies • Learn about target audience • Inexpensive • Easy to implement

4. Focus Group Goals • Understand factors underlying the obesity epidemic among low-income women of color in Los Angeles County • Learn how best to promote healthy eating and encourage physical activity • Identify barriers to healthy weight • Develop culturally sensitive educational materials for African-American and Latino women

5. Methodology • Study Design • Qualitative research • Exploratory focus group approach • Supplement: post focus group surveys

6. Focus Group Participants • 11 Focus Groups • 38 Latina & 14 African American women • Aged 18 to 44 years • Low income women • Enrolled in Women, Infants and Children (WIC)

7. Sampling • Convenience sampling • Settings • WIC sites in Los Angeles County

8. African American Focus Groups Findings

9. African American Focus Groups Findings • Cultural norms • overweight is accepted and desirable • Physicians • Only listen to African American doctors • BMI charts • Many questioned relevance of BMI charts

10. Barriers to Healthy Eating Fast Food Access and cost of quality foods Time

11. Barriers to Physical Activity Time Motivation Unsafe neighborhood Child care

12. Major Implications – African American Population • Focus on perceived benefits of healthy eating and physical activity • Craft messages to avoid exacerbating sensitivities about overweight • Consider different perceptions about healthy weight.

13. African American Implications - 2 • Messages must be appealing and motivational. • Accommodate women’s needs: • provide childcare, • make fresh foods accessible and affordable • create safe neighborhoods • Provide appropriate incentives

14. Hispanic/Latina Focus Groups Findings

15. Hispanic/Latina Focus Groups Findings • Cultural assimilation (1st Generation) • Adopting new lifestyles • Developing a habit of eating out • Acculturation (2nd Generation) • Diminished cooking skills • As children, developed a taste for fast foods

16. Family Norms Obesity runs in blood – generation to generation Nutrition education Desired culturally appropriate nutrition education in a group session Preferred Spanish-speaking providers

17. Barriers to Healthy Eating Access Time Lack of cooking skills Lack of cooking appliances Fast foods Advertisements

18. Barriers to Physical Activity Time Exhaustion Lack of childcare Lack of access to safe parks Work schedule (late hours)

19. Major Implications • Build upon existing materials • Teach health consequences of overweight • Mobilize leaders • Improve physical environment

20. Implications - 2 • Access neighborhood parks • Access fitness programs in community centers • Access cooking classes - culturally appropriate

21. Future Plans • Continue Collaboration • Empower • Listen • Share • Acknowledge • Develop Curriculum • Support Health Policy

22. Our partners include: State of CA Department of Public Health – MCH/OFP Los Angeles County Department of Public Health – many programs Promotora Organizations Special Interest Coalitions Demonstration Projects Kaiser Permanente California Medical Association Insurance Oversight University -UCLA Hospitals and Clinics WIC

23. Questions?To reach Eleanor213-639-6459elong@ph.lacounty.gov