Challenge
As COVID-19 rapidly spread across the United States in 2020, it was clear that this unprecedented public health emergency disproportionately impacted vulnerable populations, particularly the Latino community in Montgomery County, Maryland. Many faced language barriers, limited access to reliable health information, and economic hardships. An effective public health campaign would require culturally relevant messaging to inform and empower this community to protect their health, access vaccines, and prevent further spread of the virus.
Solution
Communications Shop partnered with the Latino Health Initiative’s Por Nuestra Salud y Bienestar program to create a comprehensive 360° digital campaign tailored to the Latino community’s needs. The campaign centered on four pillars: assessment, strategy development, content creation, and digital deployment, ensuring the message was accessible, relevant, and engaging.
Key Campaign Elements:
- Community Assessments & Strategy: We conducted an in-depth assessment to understand the unique challenges faced by Latino residents, ensuring that our strategy addressed both health information and the realities of daily life, including limited resources and access to services.
- Culturally Relevant Content: Understanding the importance of language and cultural sensitivity, we developed a wide array of bilingual digital content. This included:
- Spanish and Bilingual TV and Radio PSAs
- Social Media Content tailored to Latino audiences
- Comics and Educational Infographics to break down complex health information
- La Abuelina: To further engage the community, we created an animated character named “La Abuelina” (The Grandmother), who became the central figure of the campaign. La Abuelina and her family appeared in TV and radio spots, digital content, and comics, delivering crucial health information in a way that resonated deeply with Latino families. Her warmth and relatability made her an effective spokesperson for COVID-19 safety, testing, and vaccination efforts.
Results
The campaign had a significant impact on the Latino community, delivering reliable health information to approximately 13.6 million people across the DMV (DC-Maryland-Virginia) area between July 1, 2020, and June 30, 2022. The success of the campaign was further amplified through high-profile media coverage, including features in The Washington Post and El Tiempo Latino, recognizing Montgomery County’s Latino community for having one of the highest vaccination rates in the region.
Recognition & Awards
The Por Nuestra Salud y Bienestar campaign gained national recognition for its innovative and effective approach to public health messaging:
- 2020 NATAS-Emmy Award: Best Public Service Campaign (Capital Region and Chesapeake Bay Chapter)
- 2021 NATAS-Emmy Awards: Best Public Service Campaign and Best Single Spot
- 2022 MUSE Award: Single Spot inviting Latino youth to get vaccinated
2023 NATAS-Emmy Award: Community Public Service Announcement Campaign (Single Spot)
Conclusion
Communications Shop’s work on the Por Nuestra Salud y Bienestar campaign demonstrates the power of culturally relevant, community-focused public health messaging. By creating engaging, accessible content, including the beloved character La Abuelina, we empowered the Latino community to protect their health, access essential resources, and increase vaccination rates. The campaign’s success, highlighted by national recognition and multiple awards, underscores the critical role communications can play in saving lives during a public health crisis.
