Latin2Latin Marketing + Communications (L2L) earned a Hispanic Public Relations Association (HPRA) 2012 PRemio Award for best National Public Relations campaign in the health category.
The award was given to L2L during the 28th annual PRemio Awards and Scholarship Gala on Oct. 4 in Los Angeles.
L2L's winning campaign for Mount Sinai Hospital in New York City was designed to educate, engage and empower the Hispanic community about critical health issues, in particular diabetes. It is the boutique PR firm's first HPRA award.
The 360-degree ¡A tu Salud! campaign -- all in Spanish -- featured local media outreach and advertising in key Hispanic media outlets, a social media presence and a devoted microsite.
The campaign included a 13-week TV series, ¡A tu Salud! (To Your Health), that featured Dr. Eliscer Guzman speaking with patients about health care concerns.
"The physician came to life," said Arminda Figueroa, L2L founder and president. "We wanted to make sure this was informative, real, authentic, and also done in a production way that people felt proud of it."
The series was produced by eContenido, which utilized a combination of news and reality show formats. A 1-800 number also was established for viewers to call in and make appointments with specialists.
The team hired a Mexican host to be "universally appealing" to the large population of Hispanics living in the U.S.
The show also had a "Pregunta Dr. Guzman" (Ask Dr. Guzman) segment, where by people had the opportunity to ask questions during taping, Ms. Figueroa said.
L2L "piggy-backed" on Telemundo and Univision's social media platforms, such as its Facebook page, and took advantage of the network's strong audience following, she added.
Social media has become prevalent to Latino audiences and, according to Ms. Figueroa, people seek information via social media platforms to pass along to their loved ones.
"Social media and the Internet has become the cyber plaza of Latinos," she said.
The intended targeted audience was people age 50 and older, but an interesting fact emerged: People in the 18-to 48-age range began to watch, call and log on. It turns out the target audience's caregivers were "co-viewing" and requesting tips on how to cope with sick loved ones, as well as requesting that the show and accompanying information be in English, Ms. Figueroa said.
Components of the ¡A tu Salud! series included half-hour broadcast episodes and a publicity campaign to drive awareness and tune-ins, including media outreach, radio, print, online, events and a dedicated microsite, www.mountsinai.org/latino.
"It had to be a 360-degree campaign because people get their information through traditional TV channels, but we knew that social media was going to be critical," Ms. Figueroa said. "All of that working together in unison allowed us to convey the strategic platform of the three E's -- educate, engage and empower."
Visit the winning Mount Sinai Hospital campaign website by clicking http://www.mountsinai.org/about-us/hispanic-initiatives/espanol/a-tu-salud.