When crafting Hispanic marketing strategies, Evolution works deep within communities. Our core philosophy is that wisdom is found in the grassroots of community, where members of the target audience live, work and play. We go into communities to tap into that wisdom, thus creating brands, messages and creative that resonate across many diverse groups. Evolution involves target audience members from the outset of a campaign, to create a strong, positive vision that can reach across cultures.
Evolution has been recognized by Servicios de La Raza and the Denver Public Schools Multicultural Services Office with awards for our community service. Evolution’s Principals and Directors are engaged with the community, sitting on boards including the Denver Latino Commission, Rocky Mountain Youth Clinics, Aurora Community Center, Servicios de La Raza, and the Colorado Statewide Latino Forum.
Evolution has expertise working with and messaging to diverse audiences. Principal Anne Smith served as Business Development Director for the Entravision Spanish language suite of radio and television stations for three years, giving her a crucial understanding of the Latino media market in Colorado. In 2013, Anne was appointed to Mayor Michael Hancock’s Denver Latino Commission to advise their team on communications, and currently serves as Secretary. Anne was also recently appointed to two Latino-serving boards: Servicios de La Raza’s Board of Directors, and the Colorado Statewide Latino Forum.
Evolution has worked with multicultural teams to execute high profile, award-winning projects, including Encrucijada: Sin Salud No Hay Nada, a Spanish language telenovela series, and Adelante con la Salud: Latino Health Care Engagement Project, a 2013 mass media campaign designed to educate Latinos about new benefits available under the Affordable Care Act.
In addition, our team has experience developing culturally competent outreach to African Americans, senior citizens, mothers, and Asian Pacific Islanders. Evolution has also been the Hispanic media buying agency of record for Connect for Health Colorado (C4HCO), the state-based health insurance marketplace, since 2013.
Evolution is fortunate to work with Mariana Enríquez, PhD, a native of Mexico City and now longtime Denver resident, to ensure our messages are always transcreated in a responsive and relevant way. Evolution has engaged with Dr. Enríquez on the development of bilingual messaging and media campaigns for nearly five years, including on the Heartland Emmy Award-winning Encrucijada series.
Case Study: Connect for Health Colorado
In 2014, Connect for Health Colorado, Colorado’s state-based health insurance marketplace, was in search of a compelling real-life testimonial that would resonate with Latinos, so Evolution began a search for a spokesperson who could communicate the importance of having health insurance. The spokesperson would tell their story in a Public Service Announcement (PSA) that would be developed in English and Spanish.
Evolution worked with strategic partner Servicios de La Raza to identify the Montez Family. After interviewing Mr. Montez, our team learned he had already used his health insurance to visit a doctor, where he was diagnosed with Type 2 diabetes. The diagnosis was a wake-up call for this young father of three, who had not seen a doctor in years because the family was uninsured.
Joaquin and his wife Rosalie both worked full-time at jobs where employer-based coverage was not available, and the family had no medical home-only urgent care, and only when necessary. In Colorado and nationally, Latinos have a disproportionately higher rate of Type 2 diabetes, and are more likely to work in jobs that don’t offer health insurance as a benefit. Both factors add to health disparities in the Latino community.
Evolution knew, based on experience working with both English- and Spanish-speaking audiences, that a young father with a blue-collar job who liked to work on his car would be a relatable figure for our target population. The commercials were filmed at the family home and were unscripted, to capture Mr. Montez’s own words.
The resulting PSAs were featured in a statewide mass media buy, and went on to win a Bronze Leaf Award at the 2014 Colorado Healthcare Communicators Awards Ceremony.