With Delta Dental of California and Medi-Cal Dental Program, the Smile, California campaign helps Medi-Cal members better understand and access their dental benefits, especially preventative care for young children, pregnant women, and seniors.
APPROACH
To reach California's diverse Asian American and Pacific Islander Medi-Cal eligible members and families, we designed and implemented a tailored communications and highly targeted community outreach strategy to reach AAPI populations, including Cambodian, Chinese, Filipino, Hmong, Japanese, Korean, Laotian, Mien, Pacific Islander, Thai, Vietnamese, South Asian.
To reach California's diverse Asian American and Pacific Islander Medi-Cal eligible members and families, we designed and implemented a tailored communications and highly targeted community outreach strategy to reach AAPI populations, including Cambodian, Chinese, Filipino, Hmong, Japanese, Korean, Laotian, Mien, Pacific Islander, Thai, Vietnamese, South Asian.
IMPLEMENTATION
Through partnerships with trusted community-based organizations, community outreach events, and ethnic media outreach, we provided in-language and culturally relevant materials to educate the importance of oral health to families, caregivers, seniors and children.
Community round tables and focus groups were conducted to inform the content, design and messaging of materials for AAPI communities. In-language materials, including illustrated booklet and transcreated pamphlets, were developed to reduce language barriers and convey vital information related to their oral health and dental benefits.
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In-language and culturally relevant materials reduces barriers to vital information and increase awareness in diverse ethnic populations.
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OUTCOMES
Established network of CBO partners and Brand Ambassadors to promote and distribute Smile, California campaign materials to AAPI communities throughout.
Developed tailored materials, including “Set Your Clean Routine” booklet with culturally-appropriate storyline featuring Asian American characters to promote oral health, encourage going to the dentist and set healthy dental routines for the family.
Hosted roundtable discussions on oral health for seniors, pregnant women and people with disabilities in San Diego, Bay Area, Los Angeles and Fresno.
Conducted webinar trainings with community-based organizations and community health workers to develop community spokespeople and outreach leads to host member presentations, referral events, promote Smile, California messaging and materials through onsite displays and table signs, social media and outreach events.
Secured earned and paid media placements in California’s ethnic media, including Sing Tao Daily, Viet Bao Daily News, LA Chinatown Press, Daily Sports Seoul, Korea Times, Asian Journal, Hmong Radio.
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