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2008 Silver Anvil Award Winner – Multicultural Public Relations – Associations / Government / Nonprofit Organizations
How do you change an entire community’s expectations and behaviors? That was the challenge faced by California’s Monterey County Health Department when it launched a campaign to improve the health of its Latino community, which makes up 70 percent of its population. The answer was the development of a multi-tiered communications campaign aimed at changing not only Latino behaviors but the broader community (media, restaurants, churches, policymakers, schools and retailers) that fosters those behaviors. With partners on board from literally every sector, the Salinas campaign contributed to a remarkable12 percent increase in healthy weight of Salinas Latinos.