NEW YORK: Cooney/Waters Group and Vox Collective have launched Cultúr Health, a Hispanic healthcare communications service.
Cultúr Health will specialize in supporting culturally resonant healthcare communications programs targeting Hispanic communities in the US.
The New York offices of Cooney/Waters and Vox will co-manage the service, which will be led jointly by Fred Lake, EVP of Cooney/Waters, and Roberto Ramos, president and CEO of Vox.
“Latinos are at greater risk for many treatable diseases and are largely unaware of health risks, prevention, and treatment,” said Lake. “This population is hungry for information about medical innovation and healthcare, yet there is a significant lack of healthcare educational programming targeting Latinos and reaching them in meaningful ways.”
The agencies will implement and execute culturally-relevant programs “through vehicles that are more meaningful to Latinos – via local ‘trusted' sources, such as community leaders and even highly motivated influencers, such as moms.”
Lake would not disclose what clients the service is supporting. However, he said Cooney/Waters and Vox have previously created Hispanic-focused work for UCB's Epilepsy Advocate Initiative as well as Get Your Teens Vaccinated (Vacune a sus Hijos Adolescentes), an adolescent immunization program in Los Angeles.
Vox works with clients such as Macy's, PepsiCo and Manero. Meanwhile, Cooney/Waters supports accounts in the nonprofit, government, academic, and industrial sectors.