OPPORTUNITY
The American Cancer Society recognized the need to address the information gap within the Multicultural community related to the practice of breast cancer prevention. Our research and insights indicated that the Latina population underutilized health care facilities, even during months when discounted mammography exams were being promoted with the general market campaigns.
Attributing this gap to a cultural disconnect with their underserved audience, the ACS sought out a new message platform that could effectively motivate Latinas to get mammograms regularly.
Latina’s mindset
- Taboo
- Misconceptions about the process
- Lack of credibility
- Family comes first …do not have time
STRATEGY
Brand Platform: With rational reasons unable to penetrate cultural barriers, SJPR played on the strong emotional drivers centered around the importance of taking care of her family.
Our message platform consisted of:
Year One
Tómese el tiempo. Su familia se lo agradecerá. Take the Time. Your Family Will Thank You.
Year Two
Por el amor de su familia, hágase una mamografia.
For the Love of Your Family, Have a Mammography.
RESULTS
SJPR secured the participation of the U.S. Surgeon General as the spokesperson for ACS’ Mammography outreach efforts and developed multimedia PSA campaigns that aired across all major TV and Radio Stations, with a bilingual 800 number.
- We helped Save Lives
- Non-paid media value earned: $2 MM +
- In-bound call volume broke all previous records
- Recognized as “Best Practices” across all ACS Divisions
- Toll free 800 number answered bilingually 24/7
- Industry Awards AdAge, Se Habla Español
- PRSA Silver Trumpet
