by Alma Suarez
On November 13, 2011 at Telemundo’s Feria de la Familia (Family Fair) the U.S. Department of Health and Human Services (HHS) Agency for Healthcare Research and Quality (AHRQ), launched the Toma las riendas (“Take the reins”) campaign —a nationwide effort to encourage Hispanics to take control of their health and explore treatment options, and to promote a wide variety of resources produced by AHRQ’s Effective Health Care Program.
The event attracted almost 30,000 attendees who witnessed AHRQ’s Acting Deputy Director, Dr. Boyce Ginieczki, and AHRQ’s Scientific Review Officer, Ileana Ponce-González, M.D. take center stage with representatives from Hispanic-serving organizations to sign a pledge to work together in promoting AHRQ’s Spanish-language resources. The purpose of these resources is to help Hispanic patients understand the benefits and risks of their treatment options and actively participate with their doctors and other health care providers in making decisions about their health care.
In addition to the highly visible launch, TMNcorp’s team led the campaign in the following strategic tasks:
- Partnership development and outreach
- Media and blogger outreach
- National radio media tour
- Development and launch of a Spanish-language Facebook page (the Agency’s first and only Facebook page)
Organizations that wish to join AHRQ’s national initiative can sign an online Pledge on Facebook.
To spread the availability of the materials and engage Hispanics in the discussion, TMNcorp has made the Spanish-language guides available directly from the new Facebook page, and is coordinating a live Facebook chat with Dr. Ileana Ponce-González. The live chat will take place on Wednesday, December 7 from 2:00 to 3:00 pm EST. To learn more about the live chat or Toma las riendas, visit www.facebook.com/AHRQehc.espanol.