When Latinos have a health problem, we'll ask just about anyone for advice: family, friends, hairdressers, shopkeepers. Anyone, that is, except for a doctor. 

 

Studies by the U.S. Department of Human Services' Agency for Healthcare Research and Quality showed that Hispanics were disproportionately less likely to visit their doctors annually (47% of adult Hispanics did not see a doctor in 2008, versus 29% of adult non-Hispanics), regardless of whether or not they had health insurance. Those who did, often left their appointments feeling unsatisfied, saying they refrained from asking important questions out of embarrassment or respect.

 

REVOLUCION partnered with the H.H.S. and the Ad Council to combat this problem with a new Spanish-language multimedia public service campaign called Conoce las Preguntas. Through TV, radio, print, and Web ads, the campaign addressed this potentially dangerous behavior with a dose of cultural humor, encouraging Latinos to bring their concerns to their physician.

Public relations support came to life through story opportunity identification and in-depth reviews of H.H.S.'s talking points and media targets. REVOLUCION further supported the Ad Council’s media relations tactics with in-language follow-up to leading Hispanic media nationwide.

 

REVOLUCION's standalone tactics included vetting and contracting a campaign endorser to bring additional clout and media interest to the campaign. Medical professional and Latina media personality Dra. Aliza Lifshitz was secured as a pro-bono spokesperson to complement the campaign.  A blogger relations effort focused on health- and family-focused outlets and their associated social media platforms. To empower Latino patients to overcome their fears, the PR team developed “5 Preguntas Para Su Médico,” a short sample of questions for patients to ask their doctors.

Key placements included Vista Magazine, Siempre Mujer, El Diario/La Prensa and on blogs such as Salud Today, New Latina, Mamá XXI and Two Mujeres, earning the campaign 2.6 MM media impressions. Also, within the first first month, more than 2,300 users opted into the Conoce las Preguntas mobile program, one of the most successful of its kind in the Ad Council’s history, regardless of language. Within two months of the launch, AHRQ’s Spanish-language Web site had received 4,080 visits and nearly 6,000 total page views. No question about it — the campaign was a success.