MIAMI, FL – Hispanic communications agency SiboneyUSA won the Silver Award for Best Overall Advertising Campaign in Consumer Press for its Power of the Human Voice (El Poder de la Voz), for Blue Cross and Blue Shield of Florida (BCBSFL).  SiboneyUSA was recognized at the 2009 Medical Marketing & Media Awards presentation dinner Thursday, Oct. 29  at Tavern on the Green in New York City.

The Power of the Human Voice (El Poder de la Voz), launched in April 2008, encouraged Hispanics in Florida to voice their concerns regarding the healthcare system through a fully-integrated bilingual campaign.  Participants were invited to share their stories via a micro-site,, and by calling a toll-free number.  Aside from launching the micro-site, the multi-media campaign featured the voice of the “Queen of Salsa,” Celia Cruz, in TV, print, radio, out-of-home and on-line advertising throughout major Florida media outlets.  The campaign was developed together with Draft FCB, who executed the general market initiative.  The initiative’s compassionate theme emphasizes BCBSFL’s commitment to providing Hispanics with quality personalized healthcare services. As stated on the MM&M Awards Web site, the judges found the visuals “compelling” and “engaging,” and were impressed by the campaign’s ability to inspire information sharing.

“We are honored to have received this award and to have been a part of the successful positioning of the Blue Cross and Blue Shield of Florida brand into the Hispanic market,” said Mercedes Cubas, Managing Director.  “We are especially thankful that Blue Cross and Blue Shield of Florida is speaking to our community with such commitment,” Mercedes added.

The Medical Marketing & Media Awards honor exceptional creativity and marketing effectiveness in the healthcare industry. Winners are selected after a rigorous judging process by a panel composed of representatives from all sectors of the trade.

SIBONEYUSA is an award-winning, minority-owned full-service Integrated Hispanic communications agency. Our agency serves key blue chip clients including Colgate Palmolive, MilkPEP, Red and Blue Cross and Blue Shield, among others, with offices in New York and Miami. SIBONEYUSA is affiliated with The Interpublic Group of Companies, Inc.

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