LOS ANGELES COUNTY DEPARTMENT OF PUBLIC HEALTH

Los Angeles County Department of Public Health

Background:

From March 2011 to July 2011, LAGRANT COMMUNICATIONS conducted outreach in the Los Angeles market among Hispanic media, community residents and community based organizations to increase awareness of the importance of vaccinations and healthy habits.

 

Objectives:

  • Develop and execute an integrated marketing communications plan that included public relations, advertising, social media and community engagement efforts
  • Garner print, online and broadcast media coverage among Los Angeles Hispanic media
  • Encourage and empower Hispanics in Los Angeles county to obtain vaccinations, including the flu and whooping cough vaccines

 

Implementation:

  • Develop media pitches for Latino media outlets to align with LACDPH’s pre-developed media materials
  • Translate and adapt LACDPH media materials to Spanish
  • Proactively pitch Hispanic (English and Spanish language) print, online and broadcast media in Los Angeles
  • Secure media interviews with local print and broadcast media
  • Position the LACDPH social media properties as a online community for the target audience
  • Utilize community partners and stakeholders to increase awareness about the importance of vaccinations and healthy habits
  • Identify and secure a celebrity spokesperson
  • Implement a “foot soldiers” program which consisted of having a team of nine individuals disseminate information on the ground and in the community
  • Increase awareness about vaccines among the target audience through events and sponsorship opportunities
  • Utilize an effective advertising campaign to reach the target audience through radio, print and online mediums
  • Develop and produce culturally relevant advertising materials

 

Results and Measurements of Success:

  • Secured 34 print, broadcast and online placements totaling 2,391,512 media impressions
  • More than doubled the goal of 10 media placements for Hispanic media, secured 22 media placements totaling 1,988,257 media impressions
  • Secured four time Olympic Gold Medalist, Lisa Leslie as the “Stay Healthy. Vaccinate.” celebrity spokesperson
  • Hosted a social media chat on the county Twitter page (@vaccinateLA) with celebrity spokesperson Lisa Leslie
  • Had community leaders, community based organizations and media tweet/re-tweet @vaccinateLA information including the Los Angeles Sparks team, Los Angeles City Councilmember for the Eight Council District, Bernard C. Parks, the California Crusader News, LatinoLA.com and 93.5 KDAY FM
  • Surpassed event participation goals
  • Distributed 188 cases of 199 collateral material (each case varied from 160 to 5,000 items per case) cases provided via event participation and foot soldiers outreach
  • Implemented a foot soldiers campaign that covered over 40 cities garnering over 400 local partnerships with businesses across Los Angeles county
  • Secured stakeholder partnerships with over 15 community based organizations including the Mexican American Opportunity Foundation, Para Los Niños, Casa De La Familia, East LA Community Corporation, Hispanic Outreach Taskforce, Insitituto de Educación Popular del Sur de California, TELACU and more
  • Implemented culturally relevant advertising campaigns for the Hispanic audience

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