Esto Salva Vidas
Best Use of Broadcast/Film
PRSA Skyline Award
F
Fresh Ideas
Fresh insights, cultural awareness, and a deep understanding of language challenges in some Latino communities drove development of the campaign “Esto Salva Vidas” (“This Saves Lives”). Our goal was to make an immediate, direct connection about wearing masks during the early stages of COVID-19 as the disease began to ravage Black and Brown communities.
L
Leadership in Multicultural
The campaign targeted heavily Latino communities with OOH, radio, and TV. We appealed to social values in Hispanic communities to encourage mask usage to help save loved ones.
O
Optimal Engagement
One of the core elements of the campaign was a video that was effective in driving home the key message and motivating Hispanic communities to take action. The content delivered strong impressions, especially in targeted, hyperlocal media.
W
Winning Outcomes
Our digital campaign was reinforced by aggressive grassroots work in Latino communities to emphasize the importance of masks. Recap data reported a decline in COVID-19 cases in targeted communities. Most importantly, our work helped generate ongoing changed behavior as the pandemic continued.
