Articlegreen2015

Victor and ErikaWebnovela: An Innovative Generation @ Audience Engagement Strategy for Prevention

Elizabeth Louise Andrade · William Douglas Evans · Marc C. Edberg · Sean D. Cleary · Ricardo Villalba · Idalina del Carmen Cubilla Batista

27 citations0/0 files storedJournal of Health Communication

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Media Influence and Health Adolescent Sexual and Reproductive Health Social Media in Health Education

Abstract

Entertainment-education (E-E) approaches for young audiences continue to evolve in order to keep stride with younger generations' affinity for technology. E-E and novelas have been used with a wide variety of audiences in the United States, in particular hard-to-reach Latino populations, and have demonstrated effectiveness in disseminating culturally relevant prevention information for a wide variety of health-related risk factors and behaviors. This study discusses the formative research and active engagement of Latino youth living in Langley Park, Maryland, for the development and filming of an innovative 6-episode webnovela titled Victor and Erika (V&E). V&E is part of a larger branding strategy of the Adelante Positive Youth Development intervention that seeks to prevent substance abuse, sexual risk, and interpersonal violence among Latino youth; V&E is also an intervention component. The V&E webnovela is a dramatic portrayal of the lives of 2 immigrant Latino teenagers that also disseminates risk prevention messages. The storyline represents the turning the corner (to a better life) theme that underlies the Adelante intervention brand. Formative research was conducted for character development (n = 20) and creative development of the episodes (n = 14). Results of the formative research showed that youth recommended inclusion of the following topics in V&E episodes: sex, unintended pregnancy, fidelity, trust, family dynamics, immigration status, violence, school dropout, respect, home life, and poverty. Detailed character and episode descriptions are provided, and the implications of using the V&E series as a tool for in-person and online engagement of youth and the dissemination of prevention messages are also discussed.

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2019Diffusion of Innovations 1 1978Social Learning Theory.2009Designing a Qualitative Study 2002Entertainment-Education and Elaboration Likelihood: Understanding the Processing of Narrative Persuasion 2008Toward a Theory of Entertainment Persuasion: Explaining the Persuasive Effects of Entertainment-Education Messages 1999Entertainment-Education: A Communication Strategy for Social Change 2005Entertainment-Education and Social Change: History, Research and Practice 1998The Effects of Brand Name Suggestiveness on Advertising Recall

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2018A Mental Health Storytelling Intervention Using Transmedia to Engage Latinas: Grounded Theory Analysis of Participants’ Perceptions of the Story’s Main Character 2017Development of the place-based Adelante social marketing campaign for prevention of substance use, sexual risk and violence among Latino immigrant youth 2019A safe space for self-expansion: Attachment and motivation to engage and interact with the story world 2022Information and communications technology use to prevent and respond to sexual and gender-based violence in low- and middle-income countries: An evidence and gap map

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