Department of Health | Dejelo Ya

When an agency created a multi-cultural campaign five years ago, they would have concepted in English then translated it into another language.

Welcome to 2015.

Living in one of a handful of minority-majority states, the New Mexico Department of Health challenged us to reach the 1/3 of the population that speaks primarily or exclusively Spanish in the home and are statistically less likely to ask for help with tobacco addiction.

Enter the Dejelo Ya campaign. Concepted in Spanish, culturally relevant, and a first of it’s kind in the nation. Just ask the U.S. Centers for Disease Control, which was so impressed it requested a private briefing on the campaign.