The United States-Mexico Border Health Commission wanted to increase flu vaccination rates among the culturally diverse populations who call the border region home. Along with our partners at Brunet-García Advertising, we decided to bodyslam convention health marketing approaches and instead look for a spokesperson who would really resonate with our multilingual audience.
To that end, we focused on Luchadores, masked professional wrestlers who are cultural icons on both sides of the border. We managed to convince the world’s most famous luchador, Rey Mysterio, with his impressive 2.3 million Twitter followers, to join us in our fight against the flu.
Mysterio was the centerpiece of Spanish and English radio spots and an action-packed poster series. The sound and imagery created around Mysterio’s authentic transborder persona tapped into intrinsic cultural symbolism on both sides of the border. He became the face, and mask, of a singular bilingual health campaign.
U.S. Border Health Commission