Armed with an educational grant from AstraZeneca, the National Alliance for Hispanic Health offered free cholesterol screenings for Hispanic communities in New York, Chicago, Miami, and Houston.
The group was seeking not only to promote the importance of healthy living, but also to provide assistance for those suffering from high cholesterol who need help from the US healthcare system.
It's not enough to tell people they have high cholesterol, says Adolph Falcon, VP for science and policy, the National Alliance for Hispanic Health (NAHH). You must make sure those at risk can get adequate care. Besides promoting cholesterol screenings via grassroots outreach and media relations, the effort provided individual counseling on accessing healthcare and promoted screenings data to cardiologists at an American Heart Association conference. "Once we get people in, we're also trying to get the healthcare system to be a welcoming place," Falcon says.
The NAHH and its PR team, led by The 2050 Group, sought national and local media coverage to ensure maximum attendance, while providing a toll-free hotline and text messaging as additional resources. The campaign sought to pique media interest by including local politicians and linking the screenings to Hispanic Heritage Month.
More than 3,000 people were screened, besting the goal of 1,000, and about 500 called the hotline. More than 65 million people learned of the importance of cholesterol screenings through local radio, TV, and print, as well as national coverage by the Associated Press, Univision, and others.
The NAHH plans future campaigns promoting screenings for cholesterol and other conditions such as diabetes and atherosclerosis.
PR team: National Alliance for Hispanic Health; The 2050 Group; Edelman (all Washington)
Campaign: 2007 Summer Hispanic Heart Health Campaign
Duration: May to November 2007
Budget: About $120,000