Semana Binacional de Salud

The goal
At the height of the H1N1 epidemic it was essential to build awareness among hard-to-reach Latinos in California in order to increase the rate of vaccinations. The UC Berkeley School of Public Health was instrumental in this effort.

The strategy
Working through the Semana Binacional de Salud, a multinational program with multiple components at the UC Berkeley School of Public Health, and in combination with a community-based action plan and grass roots efforts, Contemporánea launched a multi-channel communications campaign designed to reach specific segments of the Latino population: young Latinos, indigenous populations and general Latino population.

The media strategy included a multilingual (Spanish, English, Maya Yucateco, K’iche, and Zapoteco) radio campaign supported by online and PR efforts in the main Latino regions of California (Bay Area, Los Angeles, San Diego, Central Valley and Sacramento).  The radio spots were not only in-language, but in-culture as well.

The results
After a 9-week campaign, the California Department of Public Health reported an increase of 20% in H1N1 vaccinations within the targeted populations.

Listen to the spots

SPANISH Radio Spot: 30 sec 

MAYA Radio Spot: 30 sec 

K’ICHE’ Radio Spot: 30 sec