Community Health Innovations
One disease, many consequences
Community Health Innovations (CHI) is a population health organization in Monterey County, CA, focused on keeping community members healthy. ReviveHealth partnered with CHI to develop a campaign to address the above-average rate of residents with prediabetes and diabetes in Monterey Country. This was a difficult challenge due to the stark differences in cultures, language barriers, and socioeconomic disparity across the county.
Helping starts with understanding
Taking an audience-first approach, we conducted extensive research to get to know the residents of Monterey County. Through in-market ethnographic research, we spent extended time with families in their homes, learning about their lifestyles and healthy living habits. We combined this with focus groups to help us truly understand how messaging and creative would be received by all communities.
“Beastly” solutions yield positive outcomes
We learned that misinformation, not awareness, was the problem. To address this, we developed an educational campaign that highlights real causes and consequences of diabetes and prediabetes, which challenges preconceptions and changes conversations. In order to ensure all cultures could relate, we chose to create animation that showed race-agnostic families and focused on a personified version of type 2 diabetes as a beast.
Produced in both English and Spanish, the full campaign features an animated video with original song, digital advertising, search, social, and an email campaign. The campaign microsite includes educational content, partner resources, facts, stories to learn more, and a Health Risk Assessment to understand personal risk for type 2 diabetes.
The teaser campaign generated almost 2x the industry standard engagement levels. In its first two months alone, the full campaign drove:
12.4k website sessions
539+ Health Risk Assessments
From these risk assessments, 113 community members elected to “fight The Beast” by enrolling in the diabetes management and prevention program.