Reaching young Latinx communities to start conversations about health can be tough due to fluid Outreach and communication strategies for Latinx communities is changing and evolving constantly. It’s important that we get it right in order to overcome the healthcare hesitancy in brown and black Latinx communities and increase access to HIV education and care. 

Miami Pride Team Showcases Diversity and Style While Posing with new HealthMerch Tshirts

Hispanic Populations in The United States

Hispanics make up the largest and fastest growing minority group accounting for 18.7% of the U.S. population, roughly 61 million people, according to the U.S. Census Bureau. California, Texas, New York and Florida have the largest population of Hispanics with Illinois, New Jersey, Arizona, New Mexico, Colorado, and Massachusetts following closely behind. However, certain cities with “hotspots” or a condensed concentration of hispanics are a perfect example of the importance of Spanish and Spanglish language outreach. Miami-Dade County in Florida, is a prime example with nearly 70% of the population identifying as Hispanic according to the U.S. Census

With a high percentage of non-English or ESL speakers across the country, it is imperative that the healthcare industry prioritize innovative Spanish language outreach strategies that can inspire action. 

Is Spanglish Unprofessional?

The ability to use any language in its proper expression will always be considered more professional - especially in written form. However, does using Spanglish, a mix of Spanish and English, make communication unprofessional and thus unattractive to general consumers? Through our research and projects with clients, we’ve come to find that communicating to Latinx by using Spanglish actually resonates best with Latinx communities. 

When should you use Spanglish in communications?

The trick to using to Spanglish is to use it authentically as we mention above but also tactfully. HealthMerch recommends using Spanglish in writing to make a “statement” and call attention to something. Similar to the the way we used a mix of the languages and punctuation in the headline of this article. Spanglish also works incredibly well in radio and television commercials and across digital advertising. Use Spanglish to draw attention, and then use the language that will be most impactful to your audience. Not sure which language your audience prefers? Test your messaging using digital advertising and email and social marketing, then take your winning message to print products with confidence.

Spanglish or Spanish or English: Does Spanglish really make a difference?

When working with clients such as Chicanos Por La Causa, Fenway Health, and Center on Halsted in Chicago, we’ve seen tangible positive impacts in community acceptance and engagement. 

Here’s how Spanglish sparks community engagement:

  1. Shock Factor: For many people in rural communities or anglicized communities, it may be surprising to see the Spanish language in advertising and will immediately draw the consumer in. 
  2. Relatability: Seeing and reading Spanglish is an immediate sign that you relate with your community. When used properly and with the correct tone, Spanglish can help lend a sense of familiarity and acceptance for young Latinx individuals.
  3. Comfortability: Using Spanglish immediately asserts that your organization is more likely to understand the cultural barriers as well as language barriers that may exist.

According to a Forbes interview from 2020, “seeing ads where English and Spanish languages are mixed generates generates a feeling of being at home, even more so when a certain slang, or more typical Spanglish phrases or quotes are used.”

So while the idea of what is professional will always be subjective, HealthMerch believes that professionalism in speech isn’t necessarily the most important aspect of community health outreach. What makes a difference is creating a long term relationship through thoughtful messaging, evocative design, and useful products. In order to ensure your message and brand make a lasting impact, it needs to feel authentic.

Latinx Community Engagement Solutions

At HealthMerch, we work with our clients to better understand the unique and relevant communication challenges that they encounter in their own diverse communities. Our creative team constructs designs and messaging that takes community engagement to the next level. Through careful research and community input, our turnkey designs and campaigns have proven success in the field working with Hispanic, LGBTQ+, adolescent, and more.

Pre-designed cause-focused campaigns are eye-catching designs in both English and Spanish that have been created as a result of client feedback and research.

As we continue to create and grow as a company, we’ll continue to identify underserved populations and best practices on how to optimize outreach efforts for positive health outcomes. We welcome all feedback and you can submit your ideas for campaigns and feedback on this article directly to our marketing team by emailing [email protected]