Montgomery County, MD

Por Nuestra Salud y Bienestar

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.

The number of DMV population potentially received reliable information about COVID-19 through traditional and digital media was 13.6 MM from July 1st, 2020 to June 30th, 2022.

The impact of our work on the campaign was also featured in a profile by The Washington Post and in El Tiempo Latino as the Latino/Hispanic community has one of the highest vaccination rate in Montgomery County.

In 2020, our work on this digital campaign was recognized with an Emmy Award for best Public Service Campaign by the National Academy of Television Arts and Science (NATAS), Capital Region and Chesapeake Bay chapter. In 2021, our work on this campaign was recognized with two Emmy Awards for best Public Service Campaign and Single Spot. In addition, another single spot won the MUSE Awards 2022, inviting youth Latinos to step forward and get vaccinated. 

In 2023, our campaign “Por Nuestra Salud y Bienestar – La Abuelina Family and the COVID-19 vaccine” received the prestigious NATAS-National Capital Chesapeake Bay Chapter Emmy award for its community Public Service Announcement Campaign (single spot).

Por Nuestra Salud y Bienestar Campaign: 

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