HMO Targets Blacks with 'Rapping Good' Health Campaign

Top Headlines

Recent News

End Of Section
  • More News
TV Listings
Just Like Everything Else!: Fox 8 p.m. EDT/7 p.m. ABC Pete's wife is still on him about building that darn shed, these kids are going to be the death of Sheila and Dave, and the hot next-door neighbor is up in EVERYBODY'S business! Sunday nights on ABC couldn't be any more familiar!

Special Coverage


  • Father Apologizes For Taking Out Anger On Wrong Son

    ELIZABETH, NJ—Moments after losing his composure with an unwarranted emotional outburst, local father David Kessler reportedly apologized to his son Christopher Thursday for erroneously taking out his anger on him and not his older brother Peter.


HMO Targets Blacks with 'Rapping Good' Health Campaign

MINNEAPOLIS, MN—Advertising executives say they have hit upon an ingenious new way to target blacks: Mount a campaign that co-opts their own language and musical style. “Many blacks enjoy ‘rapping’ music,” said Briggs & Adams Advertising president Sherman Roe, who developed the campaign for HospCare HMO. “And what better way to tap into their market than by ‘rapping’ good health to them?” Roe’s campaign employs the use of a black teenager doing a “rap” for good health. Billboards of the campaign have been put up in black neighborhoods, and radio and TV ads have aired on black-oriented stations in the area. Roe predicts area blacks will, as a result, be “‘rapping’ happy with their HMO service.”