SJ Public Relations launched Salsa, Sabor y Salud a national health & wellness platform to drive awareness of Kraft’s commitment to help people eat and live better.
OPPORTUNITY
Increasing obesity rates and accompanying health problems are becoming prevalent among our society. Hispanic children are among the most overweight and least physically fit of any group of children. SJPR was selected because of its in depth consumer behavioral experience to take on the challenge …of changing lifestyles.
- Lack of services available to Hispanic children
- 20% of Hispanic children under 12 and 73% of Mexican-Americans 20+ are overweight.
- Developing a culturally relevant program.
- Meeting the needs of a working household.
- Generating awareness in national and local markets.
- Encouraging community sponsorship at a local level.
- Emphasizing Kraft’s commitment to helping people eat and live better.
STRATEGY
Salsa, Sabor y Salud:
We developed Salsa Sabor y Salud to mirror many of the traditions and values that are important in the Latino culture.
In addition, each module provides information on how to achieve change in realistic steps and reinforces the four messages of the program:
Eat foods from the five major food groups every day
Be sensible about portions
Be physically active every day
Take small steps for success
Established Partnerships
- National Latino Children’s Institute (NLCI)
- Local community organizations in target 10 markets
- Official announcement by Surgeon General Richard Carmona
Media Relations
- Video news releases
- Bilingual press kits
- Targeted Hispanic and general market national and regional media
RESULTS
Salsa, Salud y Sabor: SJPR’s Health & Wellness program accomplished our clients objectives and today serves as a pillar of what we all can do to support the health of our communities. Emphasis was placed on Hispanic families learning to lead a healthier lifestyle by promoting physical activity and eating well-balanced meals.
The program has resulted in:
- 3 TV Networks national coverage
- 100 + online news articles
- 45 + Print Articles in daily weekly publications
- 97 + TV airings on major markets local stations
22 + MM Gross Impressions, $1,300 MM in media value.
