1. See Well for a Lifetime Addressing the Eye Health Needs of Older Hispanic/Latino Adults Matthew McMahon, Ph.D., Senior Advisor for Translational Research, National Eye Institute National Hispanic Medical Association 18th Annual Conference Washington, DC

2. Presentation Overview Prevalence of eye diseases and conditions National Eye Health Education Program (NEHEP)  ¡Ojo con su visión! Program  Vision and Aging Program Qualitative research efforts  Focus group results Communication and outreach efforts  Educational and promotional materials  Cultural and linguistic adaptations  Media outreach  Partnership development  Capacity building Social media presence Contact information 2

3. Prevalence of Eye Diseases and Conditions Among Hispanics/Latinos 3

4. About NEHEP Goal: To ensure that vision is a public health priority through the translation of eye and vision research into public and professional education programs. NEHEP Program Areas: Diabetic Eye Disease Glaucoma Low Vision ¡Ojo Con Su Visión! (Watch out for your Vision!) Vision and Aging 4

5. NEHEP ¡Ojo con su visión! Program Designed to promote eye health among Hispanics/Latinos and to assist health professionals and community health workers in educating them about vision health. 5

6. NEHEP Vision and Aging Program Provides health professionals with tools and guidance for educating older adults about eye health, eye diseases and conditions, and the importance of comprehensive dilated eye examinations. 6

7. Qualitative Research From 2010 to 2011, NEHEP conducted 47 focus groups with Hispanics/Latinos in 8 states. This qualitative research effort gathered information about:  Importance of eye health.  Knowledge of eye health.  Sources of eye health information  Health information preferences. Snapshot of Findings: Hispanics/Latinos place high value on eyesight. Vision is associated with independence, work, and enjoyment of life. Hispanics/Latinos are willing to have their eyes examined. However, there is: Inaccurate information about symptoms and how the eye is affected. Lack of awareness of treatments and prevention. 7

8. Educational and Promotional Materials Online resources  Infographics  Websites  E-cards Teaching Tools  Toolkits  Speaker guides Educational Publications  Brochures  Photonovellas  Posters  Postcards  Fact sheets  Calendars Promotional Materials  Bookmarks  E-blasts  Website buttons and banners Media Resources  News releases  Drop-in articles  Print and radio public service announcements  Videos 8

9. Cultural and Linguistic Adaptations NEHEP’s adaptation process— which is more sophisticated than simply translating—takes cultural nuances into account so that information is accurately conveyed.  Uses neutral language.  Refrains from slang and regionalisms.  Selects colors, pictures, and images to represent the diversity of the target audience in the United States. 9

10. Media Outreach NEHEP media outreach strategies included targeting print, radio, TV, online, and social media outlets in designated market areas with a high prevalence of diabetes and glaucoma. National Diabetes Month Media Impressions 2011: 36,278,058 2012:70,573,622 2013:119,316,828 10

11. Partnership Development NEHEP’s formal network of over 60 organizations and cadre of intermediary organizations amplify and reinforce NEHEP messages with their constituents. Win-win relationship:  Partners bring tangible (e.g., distribution channels) and intangible (e.g., credibility) benefits.  NEHEP fills information and resource gaps with evidence-based messages, materials, and programs. 11

12. Capacity Building: Diabetes and Healthy Eyes Toolkit Provides community health workers with science-based, user-friendly materials about diabetes and eye health. Enables them to use a flipchart and other educational resources to deliver information to small groups. Available in English and Spanish. Covers sight-saving content:  Maintaining healthy vision.  Getting a dilated eye exam at least once a year.  Seeking appropriate follow-up care for eye diseases. 12

13. Capacity Building (continued) 2011201220132014 As of January 2014, NEHEP had trained 387 community health workers. 13

14. Social Media Presence YouTube: /neinih Facebook: /NationalEyeHealthEducationProgram NEI Twitter: @NatEyeInstitute NEHEP Twitter: @NEHEP Pinterest: /neinih 14

15. Contacts Neyal J. Ammary-Risch, M.P.H., MCHES Director, NEHEP ammaryn@nei.nih.gov National Eye Health Education Program www.nei.nih.gov/nehep National Eye Institute, NIH Tel: 301–496–5248 15

16. Thank you for attending. For more information, please visit www.nei.nih.gov/nehep