Social Determinants of Health

Robert Wood Johnson Foundation: Culture of Health

Through "edu-tainment" approaches and personal stories from Latino health leaders, "La Cultura de Salud" introduces social determinants of health (SDoH) and a vision where everyone has the opportunity to live a healthier life.

The Goal

Deliver culturally driven programming and content via HCN’s owned La Red Hispana channels to address SDoH most affecting US Hispanic communities.

The Strategy

Highlighted social determinants of health (SDoH) focus areas using “edu-tainment” approaches, testimonials, and storytelling from Latino health leaders’ lived experiences. Delivered content in plain language at a 3rd-grade level, focusing on Hispanic media capacity building and training.

The results

Achieved significant reach and engagement, including 24,560,200 total radio media gross impressions, 4,951 feature page views, 656,389 social media video impressions, 8,935,038 total press release potential reach, and 1,354,000 La Red Hispana sponsorship impressions.

The deliverables

Delivered an annual La Red Hispana programming series, including 7 new radio mini-programs, 4 digital videos for social media and website, 4 vodcasts, 7 articles by subject matter experts on related SDoH topics, a feature page on the consumer-facing website LaRedHispana.org, a press release in English and Spanish, and email marketing to stakeholders.