2013 PR Agency Elite Awards: Marketing to Latinos


Biosector2Winner: Biosector 2

After his father, José Secada, succumbed to hepatitis C in 2011, Grammy Award-winning singer Jon Secada announced that he was participating in Hepatitis C-Toca El Tema, which translates to "to touch the topic of hepatitis." Hispanic-Americans represent roughly 30% of the estimated 3.2 million Americans living with hepatitis C. Biosector 2 (B2) teamed up with Secada to build off the healthy foundation of its preexisting educational campaign, Tune in to Hep C, which focused on informing the at-risk Hispanic-American community about the disease.

B2 immediately set about creating an assortment of Spanish-language campaign assets—a Spanish-language website, hepatitis C fact sheets referencing statistics specific to the Hispanic community and PSAs featuring Jon Secada, among other elements. A media event in Miami, a prime hub of Hispanic news media, garnered national Spanish- and English-language coverage and campaign visibility.

The results confirmed the program's success, with 90% of media coverage including the campaign's central message that people to talk to their doctors about the disease. The Spanish TV, radio and print PSA culled 238 million impressions (the English PSA grabbed 53.7 million impressions). The most touching results came in the form of letters from children of Hispanic-Americans who lost a parent the same way that Secada did. The campaign is ongoing and continues to promote hepatitis C awareness among at-risk populations, like Hispanic-Americans.

Honorable mentions:

  • Esparza+ Business Communications and Latino NW Communications
  • Formulatin




Comments Off

avatar

About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."



Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.