Page 44 - Hispanic Market Guide 2022

“Hispanic Influencer Engagement” for NYC Health + Hospitals New York Latinos were wary of getting tested for COVID-19. d expósito & Partners developed a motivational campaign for NYC Health + Hospitals to combat misinformation, confusion and concern surrounding the pandemic. We identified two main hurdles for reaching Latinos: widespread misinformation and a strong degree of skepticism related to government initiatives at all levels— federal, state and city. Louis Maldonado Partner & Managing Director, d expósito & Partners Given the anti-immigrant and anti-Latino sentiment that had been ramping up for years, many Latinos were hesitant to comply with any messages coming from government entities, including NYC Health + Hospitals. So, the message crafted from the New York Latino community had to come from the New York Latino community. d expósito & Partners partnered with local Latino celebrities and social media influencers, leveraging their trusted voices in local Spanish-language media and amplifying branded content across multiple media platforms. This strategy helped share clear information and answer questions related to the test-and-trace process to overcome any skepticism and fear. The advertising, public relations and influencer campaign for NYC Health + Hospitals led to an increase in COVID-19 testing to the tune of 3.8 million tests in 2020. In fact, at the peak of the campaign in December 2020, the NYC Test & Trace Corps reached a record of 500,000 tests in a single week. Critical to the success of this campaign was a client relationship that was fluid, collaborative, flexible and synergistic. “They were open to trying new strategies and tactics given the dire need to connect and motivate the community,” added Maldonado. 44 HMC 2022 HISPANIC MARKETING COUNCIL