Given an ever changing cultural landscape there is a need to create messages that resonate with individual segments of African American, American Indian and Hispanic populations and people living with disabilities. This is especially true for young adults who are highly targeted for enrollment goals of the Affordable Care Act. A panel of health communications experts will address their individual and collaborative research and campaign initiatives that provide insights into the development of culturally relevant and resonant messaging to address health complications associated with flu coverage rate disparities, infant mortality, and preconception care. Research will be discussed that demonstrates varying levels of acculturation, adherence to traditional beliefs and values, and historical experiences that impact preventative health practices. The panel participants will discuss segmenting practices that included the use of highly innovative messaging platforms such as a motion comic book, texting, blogger engagement and vines. The panel will discuss formative and evaluative evaluation that tested the creative concepts, messaging strategies, and platform usability. The evaluation guided the identification of the best platforms in which to integrate key health messaging for three distinct campaigns that promoted annual flu vaccination, early enrollment into prenatal care, and preconception care services. Using a triangulation of analytic and tracking tools such as Bit.ly, EMR records, and Google Insights the health communication experts will highlight successes from their respective campaigns, challenges, and lessons learned for the social and digital media strategies.