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Ana M. Rivera has over twenty years of experience working with health care and government agency clients, non-profit organizations, and private industry. Rivera brings unparalleled insight to general market work as well as multi-cultural work and has a depth of experience working with all types of groups. Her in-depth knowledge and understanding of the driving forces of the general, Hispanic, African American and Asian cultures has been instrumental in dispelling the myth of each group being a monolithic and uncovering the different socio-economic and cultural factors working within each group.
Rivera started her communications career at Leo Burnett, USA in Chicago, IL where she was Senior Account Executive. She furthered her career while working for some of the most prestigious advertising and public relations companies like Ogilvy & Mather, Mendoza Dillon & Asociados, Durazo Communications and Gobert, Rivera & Associates, where she was a partner. She worked on the “Me Not Meth” campaign for the California Department of Alcohol and Drug Programs who sought to prevent crystal methamphetamine use across the state. The campaign was aimed at gay and bisexual young and older men (between ages 16-44), other men who have sex with men (MSM) and transvestites. The campaign was tested extensively among the target audience through formative message testing that contained a mix of MSM including Latino, API and African American MSM, and a series of in-depth one-on-one interviews. Partnerships were established with gay outreach centers in the state of California to maximize the reach of the campaign. Additionally, intercept interviews with these populations were conducted to measure impact of the campaign.
Ana was commissioned as an independent moderator to conduct focus groups for The Boys Scouts of America for the development of a Strategic Plan to reach the Next Multicultural Generation and reach Generation X and Millennial Parents. The main goal of this study was to gain a better understanding of the needs and desires of the Hispanic/Latino American populations in relation to their participation in youth organizations in general and the Boy Scouts of America in particular. Focus groups were conducted in four markets: Los Angeles, Houston, Chicago, and New York. Groups were conducted with youth who were not currently in a Scouting program, and who were both acculturated (born in the United States or have lived here long enough to know the culture and customs, and are comfortable speaking English) and unacculturated (immigrants who are more comfortable speaking their native language). She has worked with CMS in the development of a national, multi-media campaign and outreach program to educate and inform Spanish-speaking persons 65+ and their healthcare influencers 35+ about Medicare’s annual Open Enrollment (“OE”) period, (i.e. where they can enroll, cancel, make changes to an existing plan or choose a different plan).
The Kaiser Commission on Medicaid and the Uninsured commissioned Rivera to identify and analyze the various communications approaches states were taking to market SCHIP and Medicaid. This included outreach programs in various communities. This was the first nationwide communications campaign for children’s health coverage programs. The results of this research helped states make their campaign more effective in increasing enrollment.
Rivera was also commissioned by the CDC to develop and test reactions to educational materials concerning HPV (Human Papilla Virus) among various urban populations in Atlanta, Charleston, St. Louis, New York City and Los Angeles. Overall, Rivera has worked with an array of clients including, but not limited to, AARP where she provided direction for AARP’s communication and advertising campaigns geared towards Hispanic and African American seniors throughout the United States and Puerto Rico. She has also worked with the National Immigration Forum in a successful communications campaign to defeat legislation that would have severely curtailed immigrants’ rights in this country. Rivera is a native of Chicago and has a Bachelor of Arts in Marketing from DePaul University. She is fluent in two languages, Spanish and English. |
