When the COVID-19 pandemic started impacting the United States in 2020, it was evident that this was a public health emergency like no other. It would require digital, well-thought, sensible, and innovative strategies to effectively inform and educate the general public, particularly the vulnerable Latino community in Montgomery County, Maryland.   

We understood that language and culturally relevant content was crucial, but also looking at the everyday realities of the people with limited or no resources in order to save lives and empower them to care for their health. With these goals, Communications Shop developed a 360° digital campaign for our partner Latino Health Initiative: Por Nuestra Salud y Bienestar (For Our Health and Wellness).  This campaign was based on four pillars: assessments, strategy, crafting and deploying a variety of Spanish and bilingual digital content to reach multiple audiences within the Latino community in Montgomery County, Maryland. Our work also included the conceptualization and development of the animated character “La Abuelina” (The Grandmother). La Abuelina’s family appeared in TV PSA’s, digital content and comics, and Abuelina’s voice was used in some radio PSA’s.