Background
Founded in 1887 and located in downtown Los Angeles, California Hospital Medical Center recently launched California Family Care Medical Group, local clinics that offer affordable and convenient medical services to Spanish-speaking families.

Target Audiences
Low-income Hispanic women with children.

Objective
Generate inquiries and first visits for California Family Care Medical Group, particularly the satellite offices scattered throughout the lower income portions of Los Angeles.

Implementation
Using Spanish TV celebrity and medical director Luis Pacheco to anchor the creative lended prestige and credibility. Communications methods included brochures, vehicles and transit, newspaper advertising and a series of door hangers. Work was accomplished in both Spanish and English or in Spanish only.

Results
Increased name-awareness within the targeted community and increased visits to California Family Care Medical Group.

Principal Involved: Tony Pinto