Before the 1980’s, to think of health meant to think of the absence of illness. In 1986, through the World Health Organization – WHO, The Ottawa Charter for Health Promotion took place in Canada. This Charter introduced the idea of health promotion and prevention; stating that health is not only a result of medical practice but that it starts and is dependent on other social conditions such as shelter, education, peace, food, etc.
This new definition of health was put into practice when Peru was hit with a cholera epidemic at the beginning of the 90’s and lasted for several years. When the epidemic began, the country was not ready for a response that would drive to prevention and ultimately end the epidemic.
The Pan American Office of Health consulted with our Healthcare Content Marketing, Director, Walter Ventosilla, to develop a new campaign that would focus on educating the affected community through a highly relevant communications campaign in Peru.
As a result it was proven that an effective, and relevant communications campaign for the different social segments of the population plays a crucial role in educating better health habits in the Latino population. The campaign mobilized the population to take preventive actions, create healthy lifestyles and end the epidemic.