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


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 $150 Off PR News' Google Conference


Join us on February 11, 2015, for PR News’ essential Google Conference at the Hyatt Regency San Francisco, and learn how to take advantage of everything Google has to offer communicators.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

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.