Ad Council, AHRQ launch new multimedia Spanish-language campaign for Hispanics

March 31, 2017

Conoce las Preguntas was created pro bono for the Ad Council by Revoluci??n, an ad agency based in New York. Aliza Lifshitz, M.D., a practicing internist in Los Angeles who also serves as editor-in-chief of VidaySalud and host of Univision radio's weekly health show "El Consultorio de la Dra. Aliza," is also participating in the campaign.

"Many Latinos are timid with medical professionals and turn to peers before turning to their doctors or other medical professionals," adds Dr. Lifshitz. "I hope that this public service campaign empowers Latinos to speak up when they have questions and to more effectively communicate with their doctors so they get the best health care possible."

AHRQ and the Ad Council also will be implementing a mobile marketing program to further engage the Hispanic community in the campaign messages. A mobile version (WAP) of the website will be developed and users will have the opportunity to opt in to receive biweekly text message alerts for tips on talking with health care providers, getting prescriptions and medical tests, and the benefits of getting more involved in their health care. Mobile users can text 80676/Preguntas to opt in to the program.

"We are proud to continue our efforts with AHRQ to get these critical messages to the Hispanic community," said Peggy Conlon, president and CEO of the Ad Council. "The new PSAs speak directly to the insight that we learned from research - many Hispanics tend to seek medical advice from friends and family, rather than approaching their doctors. This campaign is motivating and compelling, and I'm confident that the Hispanic media will support it."

Source: Agency for Healthcare Research and Quality