New Spanish Ad Campaign Features “Superhéroes” Theme

Created pro bono for the Ad Council by the advertising agency Casanova Pendrill, the public service advertising campaign includes new television, radio, print and Web advertising featuring the theme, “Superhéroes.” The focus of the campaign was developed from insights gained in the Ad Council’s focus group research, which found that most Hispanic adults do not visit their doctor regularly and only go when they experience symptoms of illness. The lighthearted ads encourage Hispanics to be heroes for their families by getting the preventive health care they need.

The campaign encourages Hispanic adults to visit a comprehensive Web site, www.ahrq.gov/superheroes. The site provides tips on ways to stay healthy and talking with your doctor, recommendations on preventive testing, help in understanding prescriptions, a quiz and glossary of medical terms as well as links to other resources that provide health information.

For the detailed press release, visit http://www.ahrq.gov/news/press/pr2008/superheropr.htm

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