CLIENT: Cornell Scott Hill Health Center (CSHHC).
BRIEF: CSHHC were facing the challenge of engaging Spanish-speakers patients for their mental health programs.
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.
WHAT I DID: I wrote a publicity piece with the message that children don't cry, but sometimes they do inside. The message also emphasizes giving attention if your children show sadness or lack of interest in doing things since they could be symptoms that they might be coping with some personal issue. SCHHC offers a mental health service for all families. See Ad here.
IMPACT: The ad has been published successfully for over a year, breaking the stereotype of mental health programs among Spanish-speakers patients from CSHHC.