CNN en Español airs NCFA concerns

Placement: Segment on CNN en Español Radio, January 5 to 6, 10 to 11

Placement: Segment on CNN en Español Radio, January 5 to 6, 10 to 11

Who is your client and what are its media goals?

Juanita Panlener: Our client is the National Council on Folic Acid (NCFA) and its goal is to educate women of child-bearing age on the importance of folic acid in their diets. For this campaign, we targeted outlets aimed at Hispanic women because they are the population with the highest rates of birth defects - such as spina bifida - which are related to a lack of folic acid.

What made CNN en Español Radio such a desired target for the client?

Panlener: Radio is a preferred source of information for Latinos, and we knew CNN en Español Radio not only had the reach, but also repeated stories throughout the day and has a Web site that gave us additional chances to get information out.

How did you pitch the CNN en Español Radio producers?

Panlener: We reached out to them in very early January because we wanted the story to coincide with National Folic Acid Awareness Week, which runs from January 9 to 15. Not only did we pitch the producers in Spanish, but we also pitched the significance of the issue to their Hispanic audiences and guaranteed them interviews with Spanish-speaking sources, including a family affected by spina bifida, which provided a compelling human-interest angle.

Did you have to do much media training?

Panlener: We went over talking points with the medical experts beforehand and then asked them to prepare the family.

What was the impact of the hit?

Panlener: CNN en Español Radio ran two segments: an interview with a medical expert that ran January 5 to 6 and a second with the family that ran January 10 to 11. We ended up with more than 7 million media impressions. The client was pleased because this was only the second annual National Folic Acid Awareness Week, and this placement went a long way toward raising awareness among Hispanics.


Name: Juanita Panlener, account supervisor, Vanguard Communications (Washington)

Placement: Segment on CNN en Español Radio, January 5 to 6, 10 to 11

Pitch timeline: Two days

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