The Situation
Team Soapbox has partnered for on-call communications planning, media relations, transcreation, design and events for 5 years with ICHS, Washington’s largest health care provider targeting Asian Pacific Islanders. ICHS provides culturally and linguistically appropriate health care to low-income, uninsured, underinsured and limited English proficient patients (55% of their patients have limited English speaking skills and need interpretation help).
The Approach
For ICHS marketing efforts, Team Soapbox identified and targeted public audiences based on geography, ethnicity, language, and economic status, and developed holistic advertising strategies to reach them with culturally-appropriate messaging including direct mail, community outreach, niche media buys, in-store advertising and digital advertising.
Team Soapbox also developed culturally-appropriate messaging, photographed ICHS health clients, designed print collateral and translated materials into six languages: Spanish, Somali, Amharic, Russian, Korean, Vietnamese, and Chinese. For opening clinics, we crafted messaging and a campaign plan and created a direct mail piece, translated it, and mailed it to our targeted zip codes with a high level of Russian and Korean populations to inform them they could receive health care in their primary language.
We’ve developed messaging and materials to reach patients about the importance of dental care; connect with parents about pediatric care in their own language, and reaching foreign-born patients with no primary care provider. Soapbox has also worked with ICHS’s broad group of key stakeholders on strategic messaging and provided communications and messaging training for their culturally and linguistically diverse board of directors.