But instead of stories of forbidden love and revenge, its plot twists involved health issues affecting Hispanics and the services the state provides—all told with the dramatic flair for which telenovelas are famous.
Think soap opera meets after-school special.
Health officials say they got a resounding response from 2009's Denver-area series, titled "Encrucijada: Sin Salud No Hay Nada," or "Crossroads: Without Health, There Is Nothing."
Three surveys provided to The Associated Press this week on its impact showed that thousands of viewers called a help line to ask about issues on the show, and most said they found the show beneficial. One night, 35,000 households tuned in, according to Nielsen ratings.
"We were overwhelmed with the response," said project director Anne Smith. "To receive the call volume that we did, when we weren't trying to give away pizzas. We were asking people to call about a pretty complex issue."
The success has inspired a sequel, "Encrucijada 2," which will begin filming in Los Angeles this fall. The Colorado Health Foundation, which owns the rights to the first season of the show, is trying to make it available in other states, said Kelly Dunkin, vice president of philanthropy at the foundation.
Hispanics are affected by diabetes, obesity and other health issues at disproportionately high rates. For example, they have higher rates of obesity than whites, African Americans, and Asians among children ages 2 to 14, according the Colorado Department of Public Health and Environment. Hispanic adults are also three times more likely to die of diabetes than whites and two times more likely than African Americans.
Language barriers and, for many, living in a new culture, mean they're often hard to reach about their health options, making the telenovela an appealing avenue.
"I think we have to go where the people are," said Dr. Chris Urbina, the executive director and chief medical officer of the Colorado department. "Latinos, particularly first generation Latinos, like to watch telenovelas. I think it's part of our culture."
Other states are using radio soap operas to educate minorities about their health.
Last month, a radio show launched in Alabama titled "Promesas y Traiciones," or "Promises and Betrayals," that educates Hispanics about obesity and smoking. A radio drama for African Americans called "Living Well in Camberwell" also began airing in that state.
"We can help create a narrative that can inspire people to change," said Brenda Campos, the program director for Media Impact, one of the organizations that helped produce the shows.
In Iowa, a weekly radio series just concluded that sought to prevent unintended pregnancies. READ MORE
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