Improving Health Care Outreach in Latin America

Over a period of nine years, Casals & Associates assisted the Pan American Health Organization (PAHO) in developing and implementing an integrated marketing communications plan, “Communicating for Health,” providing public health information throughout the Americas. The plan used conventional and innovative communications strategies and applications to inform, educate, and motivate target audiences. The topics of individual campaigns focused on the following:

• Removing the stigma from mental illness and treatment
• Reducing youth violence
• Preventing and treating substance abuse
• Raising awareness about HIV/AIDS

Campaign communications products included multilingual print materials, television and radio broadcasts, and teleconferences.