This document summarizes a smoking cessation campaign for pregnant African American women in Richmond, Virginia. The 3 sentence summary is: The campaign used research-based messaging in 30-second radio PSAs, billboards, and community outreach through branded promotional items to significantly increase calls to the quitline from the target audience and provide additional learnings for helping pregnant African American women quit smoking.

1. Communication with the
New American
Mainstream Population
Plain Talk
September 7, 2012
Carlos Alcázar
Hispanic Communications Network

2. Cultural SHOCK

3. Cultural SHOCK

4. Cultural Competence

5. Client Partners

6. globalchange
Our world is changing faster than it has at any other point in history.

7. americanchange
Philadelphia
61%
39% New York
Las Vegas
65%
52% 35%
San
Francisco 48%
56%
44% Dallas Washington DC
69% 67%
31% 33%
Los Angeles
71% Atlanta
29% 61%
39%
San Antonio Houston Miami
71% 72% 88%
29% 28% 12%
Major U.S. markets are growing minority majority markets
Source: U.S. Census Bureau 2009 American Community Survey

8. Hispanic population growth projected to
outpace all ethnic groups over the next 40 years
* Excludes American Indian, Alaska Native, Hawaiian & Other Pacific Islanders
Source: Nielsen State of the Hispanic Consumer Report:
The Hispanic Market Imperative

9. Hispanics continue to experience
dynamic growth vs. the general
population
Every hour in the U.S. 131 Latinos are born
Source: U.S. Census Bureau Population Projections

10. Younger demographics
Median age:
Hispanic = 28
U.S. general = 37
Source: Nielsen State of the Hispanic Consumer Report:
The Hispanic Market Imperative

11. Not just the coasts: Hispanics are across the nation
Source: Nielsen State of the Hispanic Consumer Report:
The Hispanic Market Imperative

12. Country of Origin: Hispanics

13. Minority Report
50.4% 49.6%
MINORITY
NON-HISPANIC WHITE
U.S. Census: More minority children were born in US

14. digital change
Not just a change in population
but in the way
and number of ways
they connect
with one another
Bromley Communications

15. cultural change
Bromley Communications

16. The psychographics of the
New America
– NOT about the values tension
between a majority
and minority culture
Traditional Traditional
American Values Multicultural Values
Individual Achievement Family Interdependence
High Reliance On Institutions Low Reliance On Institutions
Exclusiveness Of Extended Kin Inclusiveness of Extended Kin
Task Oriented Relationship Oriented
Symmetrical Interaction Complimentary Interaction

17. The
New America Asian
is a complex
transcultural
ecosystem Anglo
Hispanic
Black

18. Why not TRANSLATE?

20. Where’s the “Digital World”?
My kid uses the computer for school.
So that’s what “other people” do on their computer.

22. Cub Scouts
Disruptive Boy Scouts
Venturing
Transformation
•Infrastructure + People
¡Dime con quién están
•Program y te diré quiénes serán!
+ Relevant Abre un mundo de oportunidades para tus hijos... Boy Scouts of America
En un ambiente sano y divertido aprenden los valores importantes para tener un mejor futuro.
•Marketing + Invitation
Impulsa a tus hijos en la dirección correcta y velos crecer rectos, seguros de sí mismos, con
principios sólidos y gran sentido de liderazgo.
La aventura es sólo parte de la diversión… los principios son para toda la vida.
Cub Scouts es para niños de 7 a 10 años de edad.
•Partnerships + Community
Boy Scouts es para varones de 11 a 18 años de edad.
¡Únete hoy! La aventura comienza en
Scouting.org
CONFIABLE LEAL SERVICIAL AMIGABLE CORTÉS AMABLE
valores para toda la vida
OBEDIENTE ALEGRE AHORRATIVO VALIENTE SANO RESPETUOSO
©2009 Boy Scouts of America

23. But what if we make it
about “family values”?

25. What’s Scouting?
What are those words?
When do you take my son off to war?

27. Lifestyle
Characters
Relatable Events

29. Unique Radio
Together with Calle 13

30. One Tiny Reason to Quit:
Smoking Cessation for Pregnant African-American Women
Richmond, Virginia
Problem:
Infant Mortality rates 4-5 Times Higher Among African-
Americans than Whites
Team:
Virginia Commonwealth University
National Center for Minority Health and Health Disparities at NIH
CDCyenergy-SM
Solution:
Coalition-based campaign with social marketing and community
outreach - founded in research
Sepulveda A; Wilson D; Garland S; Dubuque S; Singleton R; Kennedy M. One Tiny Reason to Quit: A Coalition-based Smoking
Cessation Campaign for Pregnant African American Women. Cases in Public Health Communication & Marketing. 2010; 4: 28-56.

31. One Tiny Reason to Quit:
cepts, the ad agency developed three poten-
tial radio spots and several print options.
A convenience sample of women recruited
Picture 1. Final Creative Copy
from area clinics and social service waiting
rooms provided feedback on the options and
clear favorites emerged. Some of the cam-
Tactics: paign planners had different preferences,
but became reconciled to following the
•Research-based messaging
wisdom of the audience representatives once
the photo in the option preferred by women
•30-second radio PSA’s on urban stations
in the clinic had been modified a bit.
•Billboards Final strategy
•CommunityThe campaign took a two-pronged “mili-
outreach
•Branded cell-phone-shaped tins of
tary” approach with mass media (bill-
boards, radio ads, bus ads, print ads) for
mints, lip balm and magnet frames
“air cover” and outreach workers trained
to deliver campaign messages face-to-face
serving as the “boots on the ground.” Out-
Results: reach workers were recruited from several
organizational members of the PHPC that
•Significant increase in calls to the quitline
serve pregnant women in the City of Rich-
mond. Radio ads were placed on the sta-
from the target audience
tion most frequently endorsed in the focus
•Additional learnings groups and rated highest by Arbitron for
our target audience. See Picture 1 for the
final creative copy.
Sepulveda A; Wilson D; Garland S; Dubuque S; Singleton R; Kennedy M. One Tiny Reason to Quit: A Coalition-based Smoking
Cessation Campaign for Pregnant African American Women. Cases in Public Health Communication & Marketing. 2010; 4: 28-56.

32. A Growing Community:
American-Muslims
Cultural Competence in Health Communications:
•Religious beliefs strongly influence the Muslim community’s
reaction to health information campaigns
•Messaging about preventive screening test is a challenge
•Privacy and modesty is basic concept
Communications Campaigns
•Must integrate the Islamic perspective
•Most health promotion campaigns target risky behavior
•Instead reference Quran - it contains health directives
•Partnerships with mosques
Hasnain, Memoona, MD, MHPE, PhD, Editor. “Patient-Centered Health Care for Muslim Women in the United States: conference
Proceedings and Postconference Evaluation Report”, p. 29

33. Use of Mobile / Digital / Social
Networking Amongst Multiracial America
Hispanics Blacks Asian-Americans
54% 30% 59%
MORE LIKELY TO USE:

34. Provided by
Paco Ideation

35. American Heart Association
Reducing Heart Disease & Stroke amongst Latinos in the U.S.
Digital: Website, Widgets, Banners
Mobile: Peer-to-Peer Messaging
Social: Sharing to Promote Behavior Change
Traditional Media to Support
Comedians paired with In-Language Content

36. What does this mean to you?

37. Identify your demographic
growth trends and emerging
communities.

38. Hire to reflect the community
you want to serve.

39. Seek professional advice.
Beware of the
“Bilingual Cousin Married to the Receptionist Syndrome”

40. Don’t Translate… TransCreate
Or better yet, develop Original
and Targeted approaches

41. Healthcare is the most
important venue for
plain, simple, and effective
communications with our
diverse communities.
Easy-to-Read...Easy-to-Understand...Easy-to-Use

42. Carlos Alcázar
202-725-3972
@carlosalcazar