Alvaro Cabal from Ford: With #AbróchatePorAmor we seek to raise awareness among Hispanics about the importance of wearing seatbelts

In the framework of Saint Valentine’s Day, Ford launched #AbróchatePorAmor, a digital campaign exclusively for the Hispanic market, in which the brand seeks to raise awareness in this demographic group about the use of seatbelts.The idea came up in Ford’s public relations Hispanic communications team, after analyzing recent statistics that indicate that Hispanics are the sector that least uses the seatbelt.”As a campaign committed with the community and also belonging to the automobile industry, we feel forced to do something about this problem”, told PRODU Alvaro Cabal, Multicultural Communications manager for Ford. “The message of #AbróchatePorAmor is not only about self love, we are also appealing to the Hispanic feeling that so values family and loved ones” he added.#Abróchateporamor was launched in Twitter and Instagram, and until February 18th the initiative reached an audience of almost eight hundred thousand people and registered 310 mentions. “We have focused mainly on Twitter and Instagram because it allows conversations to be quicker and more dynamic than in Facebook”, explained Cabal.The idea invites a seven day challenge which consists in taking a daily selfie using the seatbelt during one week. “We´ve obtained support from some influencers of the Hispanic market to promote the hashtag #Abróchateporamor, but we are letting users be the ones who upscale the conversation and let the campaign remain organically until the end of the year, which will generate sustained but not forced growth” he ended.