The Encrucijada project began in 2007 when collaborators discussed replicating an idea they’d heard about on NPR. The Baltimore Child Health Plan used an 8-minute telenovela (Spanish language soap opera) to educate Hispanics about the public health system.

72 percent of Colorado children who are eligible but not enrolled in Medicaid/CHP+ are Hispanic. The telenovela seemed an ideal means for communicating the value of CHP+/Medicaid to Spanish speakers.Colorado’s top Spanish language TV station (Univision) brought Jesus Fuentes to the project. Fuentes planned production, engaging other Latino businesses to provide support. Fuentes wrote the 12-chapter script and theme song, and tested his ideas against the target audience.The Colorado Health Foundation provided a grant to budget, form an advisory group, and finalise project plans. Other partners were brought in: an evaluator, a health content coordinator, and a call center. A second grant covered project execution and broadcast.The series was shot in Spring 2009 in Los Angeles, CA.Encrucijada aired in May 2009 and again in September. Viewership averaged over 20,000 people per episode; the call center handled nearly 2,100 calls. The evaluation has demonstrated that the series impacted behaviors, including increasing knowledge about CHP+/Medicaid and prevention of chronic disease.

Once the production grant was secured, the team took action. A Spanish speaking health content coordinator met with area providers to insure that the project’s information was factually correct. Cristina Bejarano worked with Fuentes to infuse the chapters with important health information. Smith Delfina, with many telenovelas to its credit, began securing an amazing cast including Socorro Bonilla, Sergio Bonilla and other experienced Mexican actors. They were passionate to help the community by their participation. Shooting took place March-May of 2009, and the first episode aired on May 3, 2009; a promotional schedule started April 19, 2009. A call center staffed by local Spanish speaking community health workers (promotoras) was trained and a 1-800 number aired so that viewers could call and be connected to the CHP Plus Application Assistance Center near them.The series re-aired weekly September through November, 2009 and will re-broadcast in fall of 2010.

Encrucijada is undergoing a rigid evaluation conducted by Mariana Enriquez-Olmos of Center for Research Strategies. Some findings:• Average of 20,000+ viewers in nearly 15,000 households watched weekly.• Call center received over 2,050 calls, and fulfilled nearly 3,000 requests for information.• 115+ adults responded to three surveys before, during and after broadcast.• Five case studies were conducted.• Participants reported increased behaviors toward disease management and an increase in healthy living behaviors.• Participants reported an increase in behavior seeking enrollment in public health insurance.• PR/Press:- Covered by Colorado Public Radio and National Public Radio.

- A story by Associated Press was picked up by 98 publications worldwide.- Two Colorado Healthcare Communicators Awards (Best Diversity/Health Disparity Project; Colorado Non-Profit Project of the Year).- Top honors at Colorado Broadcasters Association Awards (First place - Best Community Relations Project/Campaign)• Encrucijada is a success!