AdventHealth and Heart of Florida United Way selected Bold Hispanic Marketing Agency To Launch Spanish-Language Mental Health Campaign for the Hispanic Market

Orlando, Fla., June 26, 2024 — AdventHealth and Heart of Florida United Way chose Bold Hispanic Marketing Agency to lead the adaptation of the “Be a Mindleader” campaign for the Hispanic community, bringing to life “Lidera ConscienteMENTE.” This initiative aims to foster an open dialogue about mental health among Central Florida residents, focusing on the Hispanic community.

The adaptation process was a comprehensive effort that went far beyond mere transcreation. From the start, BOLD organized focus groups to identify the specific pain points of the Hispanic community and interviewed Hispanic psychologists to ensure a deep and accurate understanding of this audience’s needs. A thorough audit of the original “Be a Mindleader” campaign was conducted to understand its successes and areas for adaptation to the new audience.

With this knowledge, BOLD created detailed user personas to clearly define the campaign’s target audience. This approach allowed for the creation of messages that were not only translated but also culturally adapted to resonate emotionally with the Hispanic audience. In this way, BOLD played a fundamental role in the conceptualization and adaptation of this campaign.

“At BOLD, we understand that connecting with the Hispanic community goes beyond simply translating words. Our approach is creating campaigns that speak their language and touch their hearts. With a multicultural team and a deep understanding of the Hispanic market, we are dedicated to designing strategies that generate significant and lasting impact because we know that cultural authenticity is key to building strong and enduring relationships with our audience.” – Siling Rea, Creative Director of Bold Hispanic Marketing Agency.

Research shows that one in three Latinos struggles with mental health issues, but only 5% feel comfortable talking about it. Speaking openly about mental health is one of the best ways to reduce stigma, create hope, and motivate people to seek help, according to the American Psychiatric Association. With the launch of the “Lidera ConscienteMENTE” campaign, Central Florida residents can access important resources, including mental health hotlines, tips for starting conversations, and AdventHealth for Children’s mental health navigation teams.

“There is a great need in our Hispanic community, and projects like these leave a significant mark. I am deeply honored to have participated in creating this crucial campaign. As we conclude Mental Health Awareness Month, we are excited to have partnered with AdventHealth and Heart of Florida United Way to launch ‘Lidera ConscienteMENTE,’ a Spanish adaptation of their ‘Be a Mindleader’ initiative,” said Ana Carolina Salazar, CEO & Founder of Bold Hispanic Marketing Agency.

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About Bold Hispanic Marketing Agency:

Bold Hispanic Marketing Agency is a digital marketing company whose mission is to create meaningful connections between brands and the fast-growing U.S. Hispanic market in a culturally relevant way. Since BOLD’s inception in 2019, the company has provided services to over 100 small to mid-sized businesses and non-profit organizations. It is an accredited Google Ad Partner and a minority-certified and woman-owned business, and it recently received a platinum badge from the Blue Wave Supplier Development program. BOLD and its CEO & Founder, Ana Carolina Salazar, have received multiple accolades from the Orlando Magic, MADCon, Hispanic Chamber of Commerce of Metro Orlando, and the Orlando Business Journal.

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About the AdventHealth Central Florida Division:

AdventHealth’s Central Florida Division encompasses 17 hospitals and ERs in four counties across metro Orlando. The world-class hospitals, combined with a comprehensive outpatient care network, see more than 3.5 million patient visits annually. AdventHealth also has an expansive research portfolio in Central Florida, with more than 650 clinical trials and studies in progress. The organization has a deep commitment to serving the community and has a local financial impact of more than $1 billion annually. AdventHealth and its team members are responsible for nearly 20 percent of Central Florida’s economy. The division’s flagship campus — AdventHealth Orlando — boasts nationally and internationally recognized programs and serves as a major tertiary and quaternary referral hospital for much of the Southeast, the Caribbean and Latin America. Quality specialty care is provided through AdventHealth Institutes, which is nationally recognized in numerous specialties. AdventHealth Orlando has been recognized by U.S. News & World Report, Healthgrades, Newsweek and the Leapfrog Group. Learn more about the Central Florida Division on our Newsroom.

About Heart of Florida United Way:

Heart of Florida United Way (HFUW) stands up for the education, financial stability, health and basic needs of every person in Central Florida. Since 1939, HFUW has delivered programs, invested dollars, and convened community members around important issues impacting Orange, Seminole and Osceola counties. As Central Florida’s most comprehensive health and human services nonprofit, HFUW created a $50 million impact in Central Florida last year. In 2021-22, HFUW served more than 703,000 people through its direct service and funded programs. HFUW is home to notable community resources like the 211 Information & Referral Crisis Line; 988 Suicide Prevention Lifeline; Mission United program for Veterans; TECHquity, an initiative bridging the digital divide; Destination Graduation at Seminole State College; the Ryan White Part B & General Revenue program, which administers nearly $2.3 million to provide HIV/AIDS services and referrals; the Planning Council Support program that facilitates community planning and priority setting for HIV services. United Way partners with individuals, local businesses, government, and other nonprofit agencies to open opportunities and close gaps in Central Florida. Visit for more information, or call (407) 835-0900. Follow us on Facebook and LinkedIn at Heart of Florida United Way and on Twitter and Instagram @hfuw. 

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