This session describes approaches that public health communicators and marketers can use in addressing health issues and challenges in diverse communities. Adapting materials to better address the cultural and linguistic needs of the target audience is crucial to ensuring comprehension and acceptability that goes beyond simply translating materials from English to Spanish. It is important to have materials that are scientifically sound and audience friendly. As such, the development and delivery of appropriate communications and messaging strategies for things such as clinical trial require a comprehensive understanding of current knowledge, attitudes, and beliefs regarding vaccines, vaccine studies and as well as numerous other cultural, social, and political factors. In addition, a deeper understanding of gender roles and activities can provide a framework for developing a social marketing campaigns that accommodates gender-based roles and expectations.