Innova collaborated with ZLRIgnition to produce Spanish-language adaptations for the HAWK-I campaign, Iowa’s healthcare assistance program. The goals were to increase enrollment and highlight the easy-to-access health benefit. The “You’ve earned it.” campaign targeted Iowa’s Hispanic population via print ads and freestanding inserts in Iowa’s Spanish-language weeklies and mainstream press, TV spots on Univision, radio ads on Iowa’s Spanish-language stations and a Spanish-language website. Voice and photo talent mirrored the Hispanic market and portrayed Iowa’s working parents.
