Boston Children's Hospital
Ranked as the #1 pediatric hospital in the U.S.
World-renowned Boston Children's Hospital is based in Boston, a majority-minority city and one of the most diverse major cities in the U.S.
Yet, while the hospital had robust regional and national recognition, it lacked a strategy to reach the local Latinx and African-American communities, right in its back yard. This disconnect came to the forefront in a widely-publicized negative grassroots campaign.
Jaime was hired as a senior PR specialist to position the hospital as a committed community partner within its increasingly diverse local marketplace.
Leveraging his strong media ties, Jaime quickly set up editorial meetings, and forged new lines of communication with top ethnic and minority outlets, including Latino, African-American, Asian-American, and Haitian, media. During Hispanic Heritage Month, he led Latinos Making a Difference campaigns, which highlighted rockstar Latino and Latina employees from all levels.
Under Jaime's direction, the hospital increased coverage and PR pitching of its local partnerships and impact. He created the hospital's first website in Spanish. Children's sponsored Latino events with The Boston Red Sox, and coordinated special on-air ceremonies with players, including Big Papi David Ortiz to recognize stellar Boston Public School Latino students.
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Jaime secured and coordinated numerous on-air interviews with Children's Latinx healthcare providers and specialists who shared health tips on asthma, injury prevention, obesity, and mental health.
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Jaime helped secure over 250 local, national, and international media hits, earning over 400M potential impressions. Under Jaime's direction, the hospital created its first multicultural communications practice to address a Boston Public Health Commission study, which cited a lack of access to health information as a contributor to health disparities.
A 2011 Anderson Opinion Research survey confirmed that the vision of positioning Children's as a beloved local institution was realized.​
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Being a good neighbor +20%
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Being a good civic leader +18%
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Being a good employer +12%
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Welcoming to diverse families +20%
From 2006 to 2012, the hospital earned more local brand visibility than any other competitor in Greater Boston.
Collage
Crisis Communications
Latinos making a difference
The Latinos Making A Difference campaign was part of a crisis communications strategy led by Jaime Crespo to counter a negative grassroots campaign in the Latino community. Launched during Hispanic Heritage Month, just days into his new position at Children's, this award-winning campaign celebrated exemplary Latinx staff from all levels of the hospital.
Culminating with a full-color center spread in Boston's largest Latino newspaper, the campaign shined the light on rockstar Latinx staff. They each have a unique journey, but as the campaign shows, they all shared a love for the world-renowned pediatric hospital, and their culture.
Click on an image below to view gallery.
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