Be sure to keep in mind the culture of the group. Provide a description of the culture and values of the group to support that your campaign will be appropriate.
Culture insights can help communicate our campaign more effectively in order to influence the behavior of the Hispanic community. Values of the Hispanic/Latino group that we would focus on would be the importance of language, family, and religion.
Hispanic/Latino teens respond best to bilingual ad messages—especially from English-language celebrities “who happen to slip in some Spanish” because it mirrors their own usage patterns.” (Cheskin Research, 2006). Research shows that even though Hispanics use every type of media, they do seem to have a special attraction to television and radio. (Sonderup, 2010) Therefore, our campaign would be most effective in this form of media.
Language is an important aspect in the Hispanic community. Our campaign should be ...view middle of the document...
Because language is an important factor for our campaign, we will make sure to have a bilingual staff, and Spanish and English billboards and commercials.
The majority of Hispanics believe that God is an active force in everyday life. Most Latinos pray everyday, most have a religious object in their home, and most attend a religious service at least once a month (Pew Forum on Religion & Public Life and Pew Hispanic Center, 2007). Faith and church are often central to family and community life. (Kemp & Rasbridge, 2004). Because religion plays an integral role in the Hispanic/Latino lifestyle, our campaign billboards will be strategically placed by nearby Churches to help educate the community.
“Familismo is the value of family over individual or community needs and the expression of strong loyalty, reciprocity, and solidarity among family members.” (Smith, 2000). Family plays and important role in the Hispanic culture. Billboards and television commercials focusing on motor vehicle safety will depict Hispanic families. My depicting Hispanics in these forms of media, it will provide a sense unity, cohesion, and a stronger will to protect loved ones from the dangers of motor vehicle related accidents.
“Building Our Understanding: Culture Insights Communicating with Hispanics/Latinos”. Creating a culture of Healthy Living. Retrieved online from http://www.cdc.gov/nccdphp/dch/programs/healthycommunitiesprogram/to ols/pdf/hispanic_latinos_insight.pdf
Cheskin Research (2006). Hispanic teens are the new avatars of cool. Redwood Shores, CA: Cheskin Research. comScore Media Metrix (2010, March 11). Hispanic online population increases by 3.3 million,Top 20 websites.
Kemp, C. & Rasbridge, L. A. (2004). Mexico. In Refugee and Immigrant Health: A Handbook for Health Professionals (pp. 260-270). Cambridge: Cambridge University Press.
Smith, A. (2000). Ethnomed: Mexican cultural profile. Available at http://ethnomed.org/ethnomed/cultures/mexican/mexican_cp.html.
Sonderup, L. (2010). Hispanic marketing: A critical market segment. Advertising & Marketing Review.
Tracy, K. (2004). Reaching the U.S. Hispanic audience is easier said than done. Video Age International, 24(5). Available at: