National Hispanic Media Relations & Digital Outreach Campaign
The Agency for Healthcare Research and Quality, a division of the U.S. Department of Health and Human Services (HHS), launched a public awareness initiative to promote healthcare education resources and consumer health guides within Hispanic communities across the United States.
Gabella Communications supported the campaign through a comprehensive national Hispanic media relations outreach and digital marketing strategy designed to increase awareness, encourage resource downloads, and equip media outlets and community organizations with promotional tools to extend the campaign’s reach.
The Challenge
AHRQ needed to raise awareness of its healthcare guides among Spanish-speaking and Hispanic audiences while ensuring that trusted community partners, media organizations, and stakeholders had access to culturally relevant materials they could use to share the information with their audiences.
The campaign required a multi-channel approach that would:
- Increase awareness of AHRQ health guides within Hispanic communities
- Reach Spanish-speaking consumers through trusted media outlets
- Support public health education and healthcare literacy
- Provide partners and stakeholders with ready-to-use promotional materials
- Deliver culturally relevant messaging across traditional and digital channels
- Encourage downloads and utilization of healthcare education resources
The Solution
Gabella Communications developed and executed an integrated communications and digital outreach campaign combining national Hispanic media relations, digital advertising, and stakeholder engagement.
National Hispanic Media Relations
A targeted media relations campaign was implemented to secure visibility within Hispanic media outlets nationwide. The strategy focused on increasing awareness of AHRQ healthcare resources through media outreach, public education messaging, and engagement with Spanish-language news organizations serving diverse Hispanic audiences.
Digital Advertising Campaign
Custom digital banner advertisements were created to increase visibility and drive traffic to AHRQ healthcare resources and downloadable guides.
The advertising campaign focused on:
- Promoting AHRQ health guides
- Driving online engagement and resource downloads
- Reaching Hispanic and Spanish-speaking audiences
- Supporting public health awareness objectives
- Extending campaign reach through digital channels
- Downloadable Partner Toolkit
To amplify campaign reach, Gabella Communications developed a comprehensive promotional toolkit containing resources that media outlets, community organizations, healthcare advocates, and partner stakeholders could use to support local outreach efforts.
A series of culturally relevant creative assets were developed to support campaign consistency and improve audience engagement.
Results
The campaign expanded awareness of AHRQ healthcare resources among Hispanic audiences through a coordinated strategy that combined national media relations, digital advertising, stakeholder engagement, and community outreach.
The national Hispanic media relations effort generated significant visibility for the initiative, resulting in more than a 150% increase in media coverage compared to previous outreach efforts. Coverage across Hispanic media outlets helped extend the reach of AHRQ health guides and increase awareness among Spanish-speaking communities nationwide.
In addition, the campaign provided media organizations, community partners, healthcare advocates, and stakeholder groups with a comprehensive promotional toolkit that included digital banners, posters, educational materials, and outreach resources. These assets enabled partners to amplify campaign messaging through their own channels and networks.
By combining earned media, digital marketing, and stakeholder engagement, the campaign created multiple touchpoints for audience interaction and supported broader public health education efforts across the United States.
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