Quantitative and qualitative analysis were used to examine barriers to attending the Iowa WISEWOMAN program, and making health behavior changes. Subjects (N=161) represented three levels of program participation---full, minimum, and none. Scales of food security, barriers to attendance and health behavior change, and self-efficacy for nutrition and physical activity were administered via survey. Minimum and no exposure participants perceived significantly more barriers to attendance than the full exposure participants (p<0.05); barriers to health behavior change and self-efficacy for nutrition and physical activity were not significantly different among the groups.;Forty-seven subjects also participated in focus groups. Perceived lack of time was found to be a major barrier to both health behavior change and attending health promotion programs. Subjects mentioned lack of time as a barrier to physical activity, healthy eating, and attending WISEWOMAN sessions. Health promotion programs must identify and address perceived barriers of target audiences for program success.