Denver Health / Men’s Health Initiative
This project posed a number of culturally driven challenges. Our research revealed that for men in both target groups (African American and Hispanic), going to the doctor was seen as showing weakness. Knowing this, we created messaging designed to change this mindset by empowering the men to take control of their futures. The approach was so successful that more than 4,000 area men registered for regular preventative care. Another important cultural variance we uncovered was the limited effectiveness of television in reaching African-American males. As a result, we only produced a Spanish TV spot and diverted the budgetary savings to media and printing. This ultimately allowed the client to realize a wider reach for their messaging.