American Heart Association
Puerto Rico Market Launch
We were hired by the American Heart Association to help launch a market in Puerto Rico. We were responsible for a social campaign that effectively promoted three specific messages: healthy eating, stroke warning signs (F.A.S.T), and heart health. Due to the cultural/eating habits of Puerto Ricans and the economic situation in the island, we had to find clever ways of relaying these messages. We wanted the content to be relevant to them (this market tends to be mixed into the greater South American demographic), spoken in their native Spanish (yes, it’s different), and carry some light humor to these often serious topics.
NO. 1 — HEALTHY EATING
The objective of this campaign was to promote healthier eating. We knew Puerto Ricans had cultural habits that would be hard to break, so instead we focused on typical meals and offered healthier cooking alternatives. Instead of frying their pork chops, we recommended they try baking it instead.
NO. 2 — STROKE
The goal of this campaign was to let Puerto Ricans know a stroke could be prevented if they were aware of its warning signs. Our research indicated that social platforms were a place most Puerto Ricans gathered, meaning they used it daily. We took that habit and the familiarity with notifications to establish a similarity between that and the signs of a stroke.
NO. 3 — HEART AWARENESS
Our research indicated that many Puerto Ricans don’t always seek care in time (there are many factors that contribute to this) to prevent poor health. Instead many may tend to their illnesses with home remedies or over-the-counter medications.
We wanted to communicate that seeking proper care in time made a huge difference on the ability for their health to significantly improve. Because the campaign was launched during the holidays, we implemented the concept of fixing broken holiday items with adhesive bandages to introduce a similarity between that and not seeking proper care.
We are a design haus based in Miami, Florida led by Angel A. Acevedo and Karielys Cruz with a range of multi-disciplinary skills ranging from branding to marketing in both print and digital. We are a team of passionate folk with a network of colleagues and friends in various industries at our disposal. We love what we do and consider ourselves fortunate to live out our dreams. Our 15+ years of experience has rendered us knowledge to varying facets of our industry, especially to the significance our work has on business success.
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