SRF uses Internet, mobile text messaging, telephone and community outreach to communicate directly with our target audiences.  We believe strongly in the power of mass media as a complement to our direct communication tools, and for this reason we closely partner with media agencies and journalists who specialize in reaching our target population through radio, television, outdoor media, or print media.

In the United States, Latin America and the Middle East, we have forged strong partnerships with key radio stations as an effective way to get our educational messages across.  Throughout the years we’ve used live call-in program formats, short educational PSA-style capsules, soap operas, and documentaries to explore topics of interest to our target populations.  While much of our work has been through radio, we have also developed audiovisual media products and worked with television networks and stations to increase our reach.  We also rely heavily on print media, and work closely with journalists to address key topics– or we syndicate our own columns to newspapers and magazines across the country.  Given the rapid changes in information technology and ever-evolving ways in which our target populations are receiving information, we are now relying more heavily on web-based tools and applications to disseminate and exchange information.

To reach the Spanish-speaking Hispanic population in the United States, we have been working closely with Hispanic Communications Network (HCN) since 1982.  SRF subcontracts HCN to produce dynamic educational media campaigns, and works closely with HCN’s writers to design key messages.  Hispanic Communications Network boasts a wide-reaching network of affiliates, including 245 Spanish-language radio stations (including Univision Radio Network, Entravision, SBS and Clear Channel in top Hispanic markets-as well as community stations in smaller markets).  A recent Aribitron report showed that HCN affiliates cover 91.7% of the geographic Hispanic market, with an Average-Quarter-Hour (AQH) rating of 1,214,000 listeners and a weekly CUME of nearly ten (10) million listeners.   HCN also distributes a syndicated column to over 100 Spanish-language and bilingual newspapers.  The 450-word column is designed to mirror the educational topics addressed in the radio programs.  HCN has also worked with major Spanish-language television networks to develop and disseminate content.