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AHRQ and Ad Council Encourage Hispanics to Become More Involved in Their Health Care
Date:3/12/2008

which is an independent panel of experts in primary care and prevention that systematically reviews the evidence of effectiveness and develops recommendations for clinical preventive services.

"Taking care of your own health, including visiting the doctor even when you're feeling healthy to get preventive tests, is one way to show how much you care about your family," said AHRQ Director Carolyn M. Clancy, M.D. "That way, you can continue to be a 'Superhero' as a dad, a mom, or in any other role for your loved ones."

HHS Assistant Secretary for Aging Josefina G. Carbonell said, "We are pleased to be working with AHRQ and the Ad Council to communicate the importance of prevention for Hispanic adults. This campaign complements HHS department-wide efforts to work in partnership with national Hispanic organizations and local communities around the country to encourage Hispanics to adopt healthy lifestyles. I invite Hispanic leaders across the country as well as employers, churches and others to join us in relaying this critical message to Hispanics of all ages."

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, "Superheroes." 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.

"This wonderful new campaign with AHRQ uses a humorous and engaging strategy to encourage Hispanic Americans to visit their doctor more regularly and pursue preventive testing. In sharing these messages with our target audience, we found that this strategy was resonating and motivating, and I believe the PSAs will have
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SOURCE Agency for Healthcare Research & Quality
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