Healthy Start Coalition of Miami Dade (HSCMD)

Zika Virus Prevention Campaign: 
Healthy Start Coalition of Miami Dade

In 2016, the South Florida community was shaken with the outbreak of the Zika Virus. At the forefront of the battle then, and today, is the Healthy Start Coalition of Miami Dade (HSCMD).
The Conroy Martinez Group sought to develop a multi-pronged campaign to spread the word about Zika awareness and promote Healthy Start’s services to pregnant women and their families in the community.

Strategies

Because of the direct threat, the strategy was immediate and broad-based: traditional media relations, social media, marketing and grassroots efforts as well as coordinating messaging with the medical community and multiple government agencies such as the Florida Department of Health and the Centers for Disease Control. The agency highlighted the fact that the fight against Zika is a community-wide responsibility.

Results

The agency aggressively positioned Healthy Start’s CEO as a leading expert on Zika and the care of pregnant women, featured on all the local television stations – in English and Spanish –as well as print media and radio in the local market. Notably, the agency secured an interview and subsequent story with the Associated Press — picked up by more than 200 news sites, including U.S. News & World Report and ABC News. The media relations campaign totaled more than 3,000,000 impressions. Additionally, we recommended, as part of the strategy, a Facebook Live chat with our CEO, which we did in partnership with NBC 6, garnering more than 10,000 views.