Right to Know (RTK)
MULTICULTURAL EXPERTISE
Citizens for the Right to Know Spanish Language Web Site
CHALLENGE
Making a Dense Consumer Protection Web Site Relevant to Latinos in California
Latinos in California represent 20 percent of the state’s HMO enrollees, a managed care segment that is growing. Citizens for the Right to Know (RTK), who was instrumental in creating HMO consumer protections in the late nineties, recognized a growing need to educate Latinos about their rights. RTK’s award-winning Web site served as a key resource for consumers and doctors’ offices in navigating ever-changing HMO benefits, particularly prescription drug coverage. Yet, the site was available only in English. RTK looked to Perry Communications Group to develop a culturally sensitive and linguistically appropriate Web site in Spanish.
SOLUTION
Avoid Mere Translation; Enlist Members of the Latino Community to Guide Web Content and Get the Word Out
PCG’s multicultural communications team began with an assessment of the Web site and identified opportunities to evolve its complex subject matter into simple, relatable information. From there, the team looked to Latino health advocates to critique the recommended site map and content. This essential step fostered an enduring collaboration with groups who took a vested interest in the site. Advocates became Web site ambassadors – spreading the word about the online resources across their statewide networks and in PCG’s media outreach. Finally, promotional materials were created outlining the Web site’s value to consumers and medical professionals, which were distributed statewide via third-party groups and community health clinics.
RESULT
Web Traffic and Hotline Calls Surge After New Site Launch
- Web site hits captured one month post launch were 15 times higher than historic monthly site traffic.
- Calls to RTK’s consumer hotline spiked. The call volume increased fivefold.
- Media outreach garnered more than four million media impressions in Spanish and English-language outlets, reaching Latinos in the state’s major media markets.
