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In an unprecedented integrated campaign, BARÚ partnered with the California Department of Public Health to educate, inform and inspire Californians to get vaccinated. BARÚ was tasked to reach one of the most vulnerable populations in the state: Latinos. A colossal statewide effort was carefully designed with culturally relevant messaging that overcame challenges such as vaccine hesitancy, health disparities, disinformation, language, and cultural barriers. From traditional to non-traditional advertising, from social media to celebrities, to a mariachi concert at a sold-out Mexican professional soccer match, the campaign featuring real Californians has created an enormous impact and positive results statewide.



BARÚ’s original tagline “Logremos la inmunidad” was first developed in Spanish and then adapted to English. The strategy crossed markets and ethnicities. “Let’s get to immunity” symbolizes that collaboration is key to getting back to “the new normal.” The word “unidad” (unity) is contained within the term “inmunidad” (immunity) in both English and Spanish, and the word “comunidad” (community) strategically rhymes with both. This play on words was an elegant solution to educate and inform in multiple languages.

Our TV spots were directed by renowned Latino-Californian directors who deeply understood the struggles of our communities and used them as motivation to create these unique pieces. The commercials portray real people in their homes and workplaces sharing their questions and fears about the pandemic.  And how just a “piquetito” (a pinch) can change their lives and their loved ones forever.

TV ad #1 “Anthem”

TV ad #2 “So close”

An important part of creating powerful yet simple executions of the campaign that were aligned with the overall strategy was the use of colloquial phrases, sayings, and “latinismos” to reach the target audience in a clever but natural way. These headlines were everywhere, in OOH, Print, Digital, Social Media, Led Truck, and Events.  The “latinismos” talked to the consumers directly, in a more personal way. We even add some cultural humor in a few places to be more resonant.

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