WASHINGTON: The Department of Health and Human Services' Office on Women's Health is looking to raise awareness of the risk of heart attack for Hispanic women age 50 and older with a Spanish-language campaign.
The federal agency has hired PSA and outreach firm Plowshare Group, with Hispanic Communications Network and SocialxDesign working as a subcontractors handling PR and digital media strategy, to promote the effort. The contract is worth just less than $400,000.
The initiative is called “Haga La Llamada, ¡No Pierda Tiempo!” The Spanish-language campaign aims to educate women about when to call 9-1-1 if they experience any of the seven symptoms of a heart attack, such as chest pain, shortness of breath, or cold sweats, according to an HHS representative.
The agencies held a focus group with Latinas so that Spanish materials and website content could be created. Plowshare will also develop and distribute new Spanish-language PSAs for TV and radio and provide media tracking services.
For PR, the firms are performing media outreach, as well as coordinating a radio media tour for campaign spokespeople, according to an HHS representative.
The federal department is also conducting outreach via a social media engagement strategy that uses Twitter, Facebook, and other channels.
HHS has found that Hispanic and other minority women are at greater risk for developing heart disease than non-Hispanic white women. Forty percent of Latina women have two or more risk factors for having a heart attack, and yet research shows that just six of ten Latina women would call 9-1-1 if they thought they were having a heart attack, the representative said.
A representative from Plowshare did not respond to requests for comment.
Last fall, the US Centers for Disease Control and Prevention re-awarded Plowshare a multimillion-dollar contract for a national anti-smoking effort.