IMSS QUERETARO
MEXICAN SOCIAL SECURITY INSTITUTE

The IMSS is one of the largest public institutions in Latin America, with hundreds of thousands of employees. Every message has to be precise, compliant, and respectful of the medical context. I led the creative strategy for campaigns aimed at patients and the public as well as at doctors and administrative staff: prevention campaigns on vaccination and breast cancer, a program to improve how employees serve patients, and supporting events.

One project stands out: I led the promotion campaign for the city's new hospital, from construction updates to an inauguration attended by the President of Mexico.