Learning Objectives for this Presentation:
Define the need for using culturally and linguistically appropriate strategies to raise immunization rates by age two among Hispanic/Latino children.
Discuss effective strategies to engage key partners to promote the Campaign and to further local immunization efforts.
Describe best and promising practices that resonate with Hispanic/Latino populations.
Identify Spanish-language media outlets as key partners to promote the Campaign.


Background:
Cultural competency is needed not only on the part of health care providers but also in the way health marketing initiatives and resources are designed and delivered; which directly influence how well these initiatives and resources can motivate diverse populations to seek health care services on a timely basis, particularly immunizing children by age two.

Setting:
Clinics, immunization coalitions, businesses, outreach sites, and the media.

Population:
Organizations that provide services to Hispanic/Latino populations.

Project Description:
“Keeping the Promise” is a culturally and linguistically appropriate public service campaign designed based on ten years of formative research and lessons learned from the Hispanic community. It encourages Hispanic parents to follow the recommended immunization schedule by immunizing at birth, 2, 4, 6, 12, and 15 months. The campaign implements culturally relevant activities focusing on HMA's R4 system ‘reach, recognition, resonance and response' to ensure that media, social channels and outreach strategies effectively reach Hispanic parents.

Results/Lessons Learned:
Reached 90% of the Latino market with at least one of the campaign products.
Received more than 200 million media impressions in the top 30 Hispanic media markets.
Increased calls to CDC's hotline with over 80% of calls directly attributed to campaign efforts.
Support from Safeway Food Retail Chain to place PSAs in their stores generating 4,200,000 impressions.
Local sites like Newark, NJ successfully engaged the Hispanic community to effectively utilize campaign resources to promote campaign locally.