Vacunate Hoy: LULAC’s Vaccination Efforts for Latinos across the U.S.

The Project

Ever since the COVID-19 vaccine was made available, there’s been an on-going effort to vaccinate people throughout the nation. This massive undertaking has been the focus of many leaders across the country, public health entities and organizations such as our client, LULAC (League of United Latin American Citizens).

Their efforts began after research data started to reveal that a concerning number of Hispanics were hesitant about taking the vaccine. LULAC realized it needed to do its part to ensure Latinos were receiving proper information related to the vaccine while dispelling myths and false data. Especially among those in rural areas who were working in
food-processing facilities.

LULAC’s communication team worked with an award-winning multicultural marketer to develop their “Vacunate Hoy” campaign to help inform Latinos about the importance of the vaccine. The bold creative direction featured various Latinos along with their reasons for getting vaccinated. They also developed a website that included information and resources for anyone wanting more details. The next and possibly most crucial step, was how to build awareness
of the campaign.

The Approach

The audiences that LULAC wanted to focus on resided in ten target markets ranging in locations from California to the Midwest and as far east as North Carolina and Virginia. Furthermore, they were also living in in rural areas with small town populations, which translated to approximately 7,000 Hispanics per location.

CultureSpan’s media team realized that this meant a hyper-targeted approach would need to be implemented in order to be effective as well as cost-efficient with LULAC’s budget. As such, we recommended appropriate media vehicles such as social, digital and radio for the main portion of the campaign. These efforts were complemented by a community outreach component that consisted of posters and fliers which would be provided to area businesses and organizations frequented by LULAC’s audiences in each market.

Listen to the radio spots here:

The Results

Our recommended approach was tested via a four-week campaign in select locations before approval to proceed with the first of two phases in all markets. Once LULAC was satisfied with the test launch, the first phase was initiated with performance and adjustment reports being provided on a monthly basis.

As the second phase of the campaign neared completion, LULAC reported that its performance was effective in increasing traffic to the Vacunate Hoy website while also building awareness about the vaccine among target audiences. More importantly, organizational funders for the campaign were also well-pleased with the results.

You can visit LULAC.org to learn more about their vaccination efforts as well as other programs and initiatives for Latinos across the country.