September 3, 2009 - HRiA's Health Communication Services recently adapted a media campaign that originally targeted English-speaking baby boomers to a Spanish-speaking audience. The new campaign, "Viva Más Tiempo por Su Familia" (Live Longer for Your Family, emphasizes the importance of taking care of oneself for one's family. The campaign launched in June in Spanish-language newspapers across the state and a mailing to providers that serve Spanish-speaking populations.

In the first two months of the campaign, over 1,200 booklets were ordered by individuals and organizations.

The original campaign, "Age Doesn't Matter," used imagery and language that appealed to baby boomers' sense of youthfulness. It educated adults over 50 of the age-related changes in alcohol tolerance and encourages safer drinking.

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