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Asma en Espanol
Source: SO16 Silver Anvil Award of Excellence
Product Code: 6BE-1105D06
Organization/Author/Firm: Merck; / Asthma and Allergy Foundation of America (AAFA), Hill & Knowlton
Industry: Health - Medical - Pharmaceutical / Consumer Services / Associations - Nonprofits
Specialization(s): Public Service / Multicultural - Diversity / Marketing / Reputation Management
Summary
2011 SILVER ANVIL AWARD OF EXCELLENCE — PUBLIC SERVICE — PARTNERSHIPS (FUNDED JOINTLY BY BUSINESSES AND OTHER ORGANIZATIONS INCLUDING NONPROFIT AND GOVERNMENT)
Asma en Español: Creating an Asthma Resource Center for the Hispanic Community
Nearly three million Hispanic Americans have asthma, but a community survey by Merck and the Asthma & Allergy Foundation of America found limited levels of disease awareness and control. Merck enlisted Hill & Knowlton to raise awareness and help Hispanic patients/caregivers with asthma management. For the campaign, H&K developed AsmaEnEspañol.com, a Spanish-language asthma resource center that drove thousands of patients online, where they downloaded tools to help facilitate patient-physician dialogue. H&K recruited a spokesperson and participated in grassroots initiatives, such as Spanish health events. The campaign reinforced Merck’s image as a pioneering company committed to serving patients in need.
