ATLANTA Perez Montalbetti Advertising has been tapped by the Georgia Poison Center to develop a Hispanic outreach campaign, according to the shop.
The Atlanta agency bested several undisclosed contenders for the account that includes market research, strategic planning and marketing initiatives. Eduardo Perez, managing partner at PMA, said that the goal of the new campaign would be to create awareness in Georgia's Hispanic community that the poison center exists, and to let people know how to access helpful information.
Perez said the shop is beginning with focus groups in Dalton and Savannah, Ga., both of which will concentrate on poisonings among children and educating caregivers. After uncovering what needs should be addressed, Perez said that the creative team would develop communications materials for Spanish-dominant Hispanics.
The client said that it wants the agency's ads to address barriers to utilization of its services and promote the adoption of safe poisoning-related attitudes, behaviors and environments.
Perez said PMA's campaign would include radio, print and outdoor advertising. The first work is expected to launch in late summer or early fall. Billings are undisclosed.