CWF taps Ogilvy for diversity work

WOODLAND HILLS, CA: The nonprofit California Wellness Foundation (CWF) has awarded a $1 million grant to Ogilvy PR to promote the benefits of increasing ethnic diversity in California's health care workforce.

WOODLAND HILLS, CA: The nonprofit California Wellness Foundation (CWF) has awarded a $1 million grant to Ogilvy PR to promote the benefits of increasing ethnic diversity in California's health care workforce.

"We believe developing a workforce that mirrors California's diversity is an important strategy," explained CWF communications officer Julio Marcial. "Latinos are 32% of the state's population. Yet they are only 4% of doctors and registered nurses."

CWF selected Ogilvy for its extensive experience with campaigns aimed at the media and policy makers, added Marcial.

Ogilvy will do outreach to media and politicians, and to youth to promote heath-care careers, according to Christi Black, MD of Ogilvy's Sacramento office, which will lead the account.

Marcial said ethnic diversity in health care is critical, as certain groups have a higher incidence of diseases, or tend not to have insurance. Having a diverse workforce that mirrors the state's diversity will help knock down barriers that hinder minorities from seeking and obtaining the health care they need, he added.

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