Latin2Latin Marketing + Communications wins 2 Telly 2022 Awards

Latin2Latin Marketing + Communications (L2L)’s Por Los Nuestros” Voices of our Community, a unique integrated campaign targeting Hispanics in Kansas received two Telly Awards: Gold in the Health & Wellness category and Bronze for the Social Impact category. This collaborative effort to get Kansas’ Hispanic community vaccinated against COVID-19 was driven by Kansas Governor Laura Kelly’s Office and the Kansas Department of Health and Environment. COVID-19 has tremendously affected our society, making it more important and relevant than ever to create effective and in-culture communication and this campaign was able to achieve that.

“We are very proud and satisfied with the “Por Los Nuestros” campaign. Each vaccination administered is an achievement, and the campaign helped us provide access to vaccines and avoid increases in hospitalizations and deaths” affirmed Dr. Ximena Garcia, Acting State Health Officer and Medicaid Medical Director for the State of Kansas. “Hispanics were 1.5x more likely to be infected and 2.3x more at risk for hospitalizations than their counterparts. COVID-19 ravaged Hispanic communities, leaving a sense of defeat and physical fatigue. They wanted to ‘get back to normal. However, misinformation, mistrust, and accessibility kept vaccination rates low.”

KDHE tasked L2L to help reverse this behavior. The campaign’s objective was to educate about vaccination benefits, debunk myths, and provide support to access vaccination sites. L2L relied on the analysis of data and cultural insights to implement a cohesive and complementary integrated plan. To reach the community in a culturally relevant way, far beyond the classic urban areas and traditional DMAs, L2L utilized elements and language that spoke directly and clearly to this demographic.

“Understanding the urgency of the matter, L2L worked quickly to affect change. Mexican soccer legend and international celebrity Claudio Suárez “El Emperador” accompanied the Public Relations and Grassroots team on a road trip, and made special appearances in non-traditional DMAs in South West Kansas and Wichita. Simultaneously, the production team engaged with local individuals and recorded real-life stories that became the essence of the campaign’s communication strategy. A well-orchestrated use of traditional and digital channels was added to the media mix using a digital-first approach, reaching the most vulnerable groups with ease”, stated Renzo Ferro, VP of Account Services and Operations.

The “Por Los Nuestros” campaign was conceived by L2L with a main objective of helping the Kansas Governor’s office increase vaccination rates to 50% among Hispanic Kansans by September 2021. L2L used their proven strategic communication model Educate, Empower and Engage = E³, to appeal to culturally relevant sentimental triggers to prompt action:

The E³ Model:

• EDUCATE: For Hispanics Kansans, it was vital to receive information from trusted sources to make a sound and confident decision, and be vaccinated.
• EMPOWER: It was fundamental to convey an emotional connection and provide Hispanics with direct communication on vaccination eligibility and accessibility (Ages 12+, Zero cost, locations) that corrected misinformation and debunked myths (such as side effects, lack of time for clinical trials, etc.).
• ENGAGE: L2L deployed multimedia channels, public relations and grassroots events with local and national influencers and medical experts, with a strong call to action (CTA) to incentivize Hispanics to be vaccinated as soon as possible.

The campaign relied on poignant testimonials that affected many, leading to increased vaccinations. “The ’Por Los Nuestros, Vacúnate Kansas’ campaign was based on real-life testimonials with a direct call to action, and this is why it touched so many people and drove them to the decision to get vaccinated. Storytelling is such a powerful tool and, in this case, it helped us to save lives. We are grateful to all the Hispanic Kansans that shared their stories with us,” added Malule Gonzalez, Creative Director and Producer.