Health Care Case Study

CLIENT: Cornell Scott Hill Health Center (CSHHC).

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BRIEF: CSHHC faced the challenge of engaging Spanish-speaking patients for their mental health programs.

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INSIGHT: Latino culture stigmatizes mental health issues. Especially in a machismo society, males feel they have to resolve issues themselves or get advice from friends.

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WHAT I DID: I wrote a publicity piece promoting the idea that children don't cry, but sometimes they do inside. The message also emphasizes paying attention to your children if they show sadness or lack of interest in doing things, as these could be symptoms of coping with a personal issue. SCHHC offers a mental health service for all families. See the Ad here.

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IMPACT: The ad has been published successfully for over a year, breaking the stereotype of mental health programs among Spanish-speaking patients from CSHHC.