Bridging Communities: Empowering Through Hispanic Health Communications

The "Hispanic Health Communications" campaign was a vital initiative that sought to empower and inform the Hispanic community about essential healthcare resources and services provided by Mecklenburg County Public Health. Beyond disseminating information about vaccines, the campaign aimed to shed light on the extensive offerings of MCPH, fostering awareness of its role as a valuable ally in promoting the well-being of the community. By providing critical information and emphasizing MCPH's commitment to assistance and support, this campaign played a pivotal role in connecting the Hispanic community with the resources they needed for better health.

SERVICES

Our Unique Approach

To tackle the challenges in the "Hispanic Health Communications" campaign, our approach was rooted in the values of family, care, and understanding. Every aspect of the campaign was approached with a deep sense of sensitivity, ensuring that the language used was comforting, reassuring, and caring.

Challenge:
Raising Awareness and Fostering Trust

The "Hispanic Health Communications" campaign encountered a fundamental challenge rooted in the lack of awareness and understanding within the Hispanic community about Mecklenburg County Public Health (MCPH) and the comprehensive resources it offered. This challenge extended to individuals who were relatively new to the area, as well as long-term residents. It was imperative to create assets and craft messaging that treated the information as if it were entirely new, as for many in the community, it indeed was.

The primary challenge was to convey that MCPH was not only present but also a dedicated ally, ready to extend support and resources to enhance the community's health and well-being. The agency recognized the importance of emphasizing accessibility, a warm and welcoming environment, and the breadth of services available. Furthermore, the messaging needed to be sensitive, ensuring that the audience felt understood and cared for.

Solution:
Fostering Trust and Engagement Through Sensitivity

A foundational pillar of our strategy was the meticulous crafting of assets in Spanish, an initiative driven by our commitment to ensuring the Hispanic community felt not only informed but genuinely represented. In this dedicated effort, our team members of Hispanic background played a pivotal role in shaping the campaign elements, infusing authenticity and cultural relevance into every facet.

The utilization of relatable imagery and video footage across all advertisements was not just a creative choice but a deliberate commitment to authenticity and relatability. The goal was to create campaign assets that felt as genuine and relatable as possible to the Hispanic community, allowing them to perceive the campaign as a true reflection of their experiences and needs, fostering a profound sense of understanding and support.

Furthermore, the campaign strategically integrated an educational element, thoughtfully timed to coincide with the back-to-school and work period. This approach, strategically chosen to align with increased community interactions, aimed to underscore the significance of vaccinations in preserving public health during this crucial time of the year. The result was a campaign that not only informed but also nurtured trust, understanding, and a genuine connection with the Hispanic community, elevating the impact and resonance of the "Hispanic Health Communications" initiative.

The campaign also incorporated an educational element, specifically timed to coincide with the period when individuals return to school and work, resulting in increased contact both between and within communities. This strategic timing helped to effectively communicate the importance of vaccinations in safeguarding public health during this critical time of year.

Results and Outcomes:

The "Hispanic Health Communications" campaign stands as a cornerstone in bridging crucial information gaps and fostering a healthier community within the Hispanic population. The campaign addressed a fundamental challenge rooted in the lack of awareness within the Hispanic community about MCPH and its extensive services. Tailoring the messaging as if the information were entirely new, the campaign successfully conveyed that MCPH was not only present but also a dedicated ally, poised to extend support and resources for the community's health and well-being. This challenge was particularly pertinent for both new and long-term residents, emphasizing the need for an inclusive and welcoming approach.

The campaign achieved a notable reach, generating an estimated 11,379,831 impressions across various media types. Digital and social platforms accounted for 3,798,911 impressions, TV and Telemundo reached 637,000, print media contributed 937,500, and gas station advertising reached an impressive 6,006,420 individuals.

These results underscore the success of a culturally sensitive and comprehensive approach, not only in disseminating critical health information but also in building trust, awareness, and a stronger connection between the Hispanic community and the invaluable healthcare resources offered by MCPH. The "Hispanic Health Communications" campaign serves as a testament to the transformative power of strategic communication in healthcare awareness and community empowerment.

Radio

NOT RATED

Print

937,500

Digital/Social

3,798,911

CUMMULATIVE TOTAL

11,379,831

TV/Telemundo

637,000

Gas Station

6,006,420