In partnership with Montgomery County Government in Maryland and community organizations, Communications Shop led the branding and all communications work for this initiative that aimed to provide the community with services and multi-disciplinary resources in Spanish to help cope with the impact caused by the COVID-19 pandemic and stay safe. Our work also included the conceptualization and development of the animated character “La Abuelina” (The Grandmother). La Abuelina represents the grandmother in all of our families, a respected figure full of wisdom, who shares her advice with the entire community through the Por Nuestra Salud y Bienestar initiative.  Along with La Abuelina, her husband “Don Carlos” and their grandchildren come together to spread a prevention and awareness message, procuring the good health and wellness of the community.  

La Abuelina’s family appeared in TV PSA’s  and comics, and Abuelina’s voice was used in some radio PSA’s. The number of DMV population potentially received reliable information about COVID-19 through traditional and digital media was 13.6 MM from July 1st, 2020 to June 30th, 2022. The impact of our work on the campaign was also featured in a profile by The Washington Post and in El Tiempo Latino as the Latino/Hispanic community has one of the highest vaccination rate in Montgomery County. 

In 2020, our work on this campaign was recognized with an Emmy Award for best Public Service Campaign by the National Academy of Television Arts and Science (NATAS), Capital Region and Chesapeake Bay chapter. In 2021, our work on this campaign was recognized with two Emmy Awards for best Public Service Campaign and Single Spot. In addition, another single spot won the MUSE Awards 2022 inviting youth Latinos to step forward and get vaccinated.

Radio Spot - Vaccine - Salud & Bienestar - SPANISH

Radio Spot - Vaccine - Salud & Bienestar -  ENGLISH

Radio Spot - Dra. Michelle -Salud & Bienestar - ENGLISH

La Abuelina’s family appeared in TV PSA’s and comics, and Abuelina’s voice was used in some radio PSA’s. The number of DMV population potentially received reliable information about COVID-19 through traditional and digital media was 13.6 MM from July 1st, 2020 to June 30th, 2022. The impact of our work on the campaign was also featured in a profile by The Washington Post and in El Tiempo Latino as the Latino/Hispanic community has one of the highest vaccination rate in Montgomery County.

To learn more about us and our services, visit our website: communicationsshop.us/
Or contact us at: communicationsshop.us/contact/

Radio Spot - Vaccination 75+ - La Abuelina - SPANISH

Radio Spot  - Vaccination 65+ - La Abuelina - SPANISH

Child care expenses can be very challenging for families, and working or studying parents are part of the local economic development.

The Montgomery County Working Parent Assistance (WPA) Program in Maryland is a county-sponsored program committed to helping eligible county residents pay for child care.

Communications Shop led the WPA communications strategy, including branding, messaging, and products-development during the first six months of the campaign launch. The goal was to ensure that all community members were aware of the benefits of using an understandable and welcoming tone.

Considering that Montgomery County, MD, is a diverse county, the critical success was developing a communications campaign in the five languages predominantly spoken in the county. As a result, we were able to develop an innovative communication strategy and creative products such as posters, brochures, videos, radio PSA, bus advertisements, digital content, and a multilingual digital toolkit for partners to reach out and provide culturally appropriate information to the English, Spanish, Amharic, Vietnamese and French-speaking communities about the services accessible to parents or legal guardians, which is a fundamental support for the comprehensive development of the county.

To learn more about us and our services, visit our website: communicationsshop.us/
Or contact us at: communicationsshop.us/contact/

Finales

Radio Spot - Working Parents Assistance (WPA) Program - SPANISH

During the 2022 midterm elections in Maryland, after eight years of having a Republican governor, Maryland faced an extremist Republican candidate, making this election cycle especially critical for protecting our democracy. With a limited number of governors in the United States representing the Black, Brown, and other minority communities, the 2022 election in Maryland became essential and historic.

Communications Shop partnered with Maryland’s Democratic candidate for governor, Wes Moore, and his campaign to provide strategic communications focused on mobilizing the Latino vote.

Communications Shop led the Wes Moore Spanish language campaign by informing Maryland voters and residents about Wes Moore’s vision and plan for the Latino community through digital platforms, media interviews, opinion articles, and radio spots, among other tactics.

The campaign reached an audience of over one million Spanish-speaking Marylanders through various platforms. All involved parties’ hard work and dedication contributed to the historic win, making Wes Moore the first Black governor-elect of Maryland and Aruna Miller the first woman and immigrant lieutenant governor-elect of Maryland.

To learn more about us and our services, visit our website: communicationsshop.us/
Or contact us at: communicationsshop.us/contact/

Radio Spot - Tom Pérez - Wes Moore Campaign - SPANISH

After 8 years of a Republican Governor, Maryland was facing an extremist new Republican candidate, making this election cycle important for democracy.

Our partner, 32BJ SEIU, the largest real estate service workers union in the U.S., wanted us to work on a political communications strategy focused on mobilizing low-propensity voters and Latino populations to vote for progressive democratic candidates in Maryland.

Communications Shop has always been interested in civic engagement and education and connecting it to strategic political communication. For the Maryland General Elections, CS joined the project to educate on important issues and the importance of voting, and how it is essential to democracy. Thus the campaign included displaying and informing voters and communities through social media postings, mailers, radio spots, and brochures giving relevant information about Democratic officials and encouraging them to vote.

The campaign reached an audience of approximately 3 million people in both languages Spanish and English and through various communications platforms. Likewise, the hard work and dedication of all involved contributed to the historic win, making Wes Moore the first Black/African-American elected governor of Maryland and Aruna Miller became the first woman and immigrant lieutenant governor in Maryland. At the same time, Anthony Brown was elected Maryland’s first Black/African-American attorney general, and Brooke Lierman was elected as Maryland’s first woman comptroller.

To learn more about us and our services, visit our website: communicationsshop.us/
Or contact us at: communicationsshop.us/contact/

Radio Spot - Maryland General Elections - SPANISH

We celebrate PLAN Action’s trailblazers, who worked tirelessly to empower and mobilize #Nevadans to the polls and make their voices heard during the #MidtermElections! Their victories go beyond the ballot. We are proud to have been your partners in paving the way for progress, civic participation, and bringing closer the equitable future Nevadans deserve.

To learn more about us and our services, visit our website: communicationsshop.us/
Or contact us at: communicationsshop.us/contact/

Radio Spot - Democracy Rights - Plan Nevada - ENGLISH

Radio Spot - Early Vote - Plan Action - SPANISH

Radio Spot - Early Vote - Plan Action - ENGLISH

Early Childhood Services is a program of Montgomery County Department of Health and Human Services (DHHS), Maryland. The goal of the program is to ensure that all children in the County have equitable access to high-quality child care and education to ensure that they arrive at school ready and skilled. They assist parents in finding childcare and childcare programs that meet all legal requirements and regulations and that address the holistic developmental needs of each child and their families. At the same time, they provide information, especially for family child care programs, about the benefits of becoming regulated by the County and other state/local authorities and accompany child care providers to become licensed as well as resources from the state/local level on incentives and grants for those interested in becoming a regulated Child Care provider. You can see an article about their services in the newspaper El Tiempo Latino.

Communications Shop led a campaign that promoted the program services information among families and potential providers, especially in English and Spanish. After focus groups with targeted audiences, Communications Shop implemented many new and emerging media and technology strategies to promote Montgomery County’s child care services. One of the activities most demanded was virtual events with specific information, so families and providers were able to get information and ask direct questions to Early Childhood Services staff. As a result, there were six virtual events in Spanish and six virtual events in English from July 2021 to June 2022, where +44,000 people assisted during the live event or watched the entire event on DHHS platforms.

To learn more about us and our services, visit our website: communicationsshop.us/
Or contact us at: communicationsshop.us/contact/

Radio Spot - Early Childhood Services - SPANISH

La Abuelina’s family appeared in TV PSA’s and comics, and Abuelina’s voice was used in some radio PSA’s. The number of DMV population potentially received reliable information about COVID-19 through traditional and digital media was 13.6 MM from July 1st, 2020 to June 30th, 2022. The impact of our work on the campaign was also featured in a profile by The Washington Post and in El Tiempo Latino as the Latino/Hispanic community has one of the highest vaccination rate in Montgomery County.

To learn more about us and our services, visit our website: https://communicationsshop.us/
Or contact us at: https://communicationsshop.us/contact/

Radio Spot - Vaccinated - La Abuelina - SPANISH

Radio Spot - Carlos - La Abuelina SPANISH

Radio Spot - Covid Test - La Abuelina - SPANISH

Desclaimer - La abuelina - SPANISH

Radio Sot - Presentation - La Abuelina - SPANISH

Radio Spot - End of the pandemic - SPANISH

Radio Spot - Bivalent Vaccine - La Abuelina - SPANISH

Radio Spot - Fentanyl - SPANISH

Radio Spot - Fentanyl - ENGLISH

RADIO PSA- 32BJ SEIU - 2023 VIRGINIA ELECTIONS - ES

RADIO PSA- 32BJ SEIU - 2023 VIRGINIA ELECTIONS -EN

“Be the voice”, the civic engagement Spanish campaign in the 2024 General Elections.

Radio Spot - League of Women Voters - Be The Voice! - Spanish

We work hand-in-hand as a familia, driven by our passion for creating campaigns to move people to action. We spare no effort to achieve the social transformation our communities need through media relations, communications strategy development, research & evaluation, marketing, branding & messaging, event planning, and digital communications.

Our commitment is to be insistent, persistent and unstoppable to evoke action to eradicate social and civic indifference. Flores Consulting, LLC, doing business since 2018 as a (DBA) Communications Shop, is a Latina-owned business proud to be a Women’s Business Enterprise National Council member.

www.communicationsshop.us

Communications Shop

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