latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Wednesday, March 12, 2008

Hispanic health campaign launched

The U.S. Department of Health and Human Services’ Agency for Healthcare Research and Quality (AHRQ) and The Advertising Council have launched a Spanish-language national public service campaign designed to encourage Hispanics to become more involved in their health care.

The campaign consists of two TV spots, developed pro-bono by Casanova Pendrill , and a website. According to the release, the focus of the campaign was developed from insights gained in the Ad Council’s focus group research, which found that most Hispanic adults do not visit their doctor regularly and only go when they experience symptoms of illness.urges

I viewed the TV spots online and they are good. They touch an emotional chord as well as one on family, and they are mixed in with a little humor. The website is also a good resource. A few odd Spanglish phrases like "Nuestro Test" rather than using a Spanish word for test. But, again, a good resource.

My only feedback is that I would have created a custom URL or something much easier to remember at the end of the TV spot than www.ahrq.gov I do understand why they'd list the URL for the government site, but people are less likely to recall that at the end of a TV spot than something like, say "SoyUnSuperheroe.com" or "NoSoyUnSuperheroe.com." What's more important for the TV spot is that it drives people to visit the site than it is to remember the acronym AHRQ or what it stands for.

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