Hispanidad Wins International Award for Passenger Safety Campaign

“Hispanidad, a division of Heinrich Marketing, Inc., has received the bronze Summit Creative Award for its innovative and effective “Lucha Libre” campaign for the Colorado Department of Transportation (CDOT), aimed at increasing seatbelt usage within the state’s Hispanic community.

“Low seatbelt usage among the Hispanic population has emerged as a significant public safety issue,” said Laura Sonderup, director of Hispanidad. “It was essential for us to communicate the importance of this message in a way that was creative, emotional and, most importantly, culturally relevant to Colorado’s Hispanic audience.”

For “Lucha Libre”, Hispanidad developed and implemented an integrated media relations and communications campaign which included the following:

* special events and ticket giveaways to promote the feature film, “Nacho Libre,” and connect seatbelt messages with Hispanic movie audiences;
* bilingual press conference with distribution of bilingual press kits;
* Spanish public service announcements; and
* partnerships with local law enforcement groups.

This collaborative approach resulted in mainstream and Hispanic media coverage, as well as grass-roots, community outreach. The three-month campaign ran in 2006.

“We launched Lucha Libre to address the cultural differences that may lead to the higher number of Hispanic deaths and serious injuries on our highways,” said Gabriela Vidal, CDOT Safety and Traffic Engineering Branch Manager. “We believe that increasing awareness among the Hispanic community will result in greater seat belt use and save lives.”

The Summit Creative Awards recognize creative excellence in small and medium-sized advertising agencies from around the world, with annual billings of $25 million or less. Over the last decade, the competition has established itself as the premier arbiter of creative excellence for firms of this size.

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About Hispanidad

Heinrich is a Colorado-based company with 30 years of experience in marketing and advertising for local, national and international accounts. Hispanidad is a division of Heinrich, providing integrated marketing services to reach the growing and profitable Latino market in the U.S. Also within this division is Heinrich México, established in 1994, to serve the needs of our clients in México and Latin America. Hispanidad offers an experienced, integrated team of Hispanic marketing professionals dedicated to “putting the accent on response.” For more information, please visit www.heinrichhispanidad.com.”

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