CLIENTS – CASE STUDIES – COMMUNITY HEALTH COUNCILS

Community Health Councils

Background

Community Health Councils (CHC) is a non-profit, community–based health promotion, advocacy and policy organization. CHC was established in 1992 in response to the growing healthcare crisis. Their mission is to improve health and increase access to the quality healthcare for uninsured, economically disadvantaged and underserved populations.

The Know Your Digits! Be In Control. campaign was funded by the Centers for Disease Control and Prevention (CDC) with the aim to raise awareness of the importance of hypertension screening and management in the African American and Latino communities in the County of Los Angeles. Today, one in three Los Angeles County residents are not aware that they have high blood pressure and therefore do not have it controlled.

LAGRANT COMMUNICATIONS developed and executed a month-long community outreach and media relations campaign to raise awareness of high blood pressure among the African American and Latino communities of Boyle Heights, Central Los Angeles, Pacoima, Southeast Los Angeles and Wilmington.

Objectives

·       Increase awareness for the Know Your Digits! Be In Control. campaign among African Americans and Latinos in Los Angeles County

·       Secure partnerships with agencies and organizations across L.A. County to promote the campaign’s message

·       Provide content for the Know Your Digits! website

·       Secure media coverage for the month-long campaign among African American, Latino and general outlets

Target Audience

·       African American and Latino adults ages 35-50 living in the communities of Boyle Heights, Central Los Angeles, Pacoima, Southeast Los Angeles and Wilmington.

·       Young adults at risk of hypertension in the County of Los Angeles

Implementation

Increased the understanding of the importance of hypertension prevention and management through the execution of:

Marketing Strategy

·       Developed marketing strategy for the month-long Hypertension Awareness Campaign

o   Developed name of campaign – “Know Your Digits! Be In Control.” and“Know Your Digits” Month

o   Created tagline “Know Your Digits! Be In Control.”

Creative Work

·       Designed collateral material

o   Posters

o   Blood Pressure Trackers

o   Fact Sheets

·       Developed copy and design for social media

o   Infographics

o   Social Media Calendar

·       Developed toolkit for partners to use throughout the month. The kit included:

o   Introduction Letter

o   Resources List

o   Sample Press Release

o   Social Media Calendar

Advertising

·       Planned and executed media ad buy

o   Junior Posters – 8 sheet billboards

o   Bus Interior Cards

o   Print Advertisement

Community Outreach

·       Assisted in identifying and securing potential partners in the Los Angeles County to distribute collateral material including, fact sheets, blood pressure trackers and posters, and to host events on behalf of the campaign

·       Facilitated organizations partnership commitment to campaign with local community based organizations, clinics and businesses

·       Planned and executed launch event for Know Your Digits! Be In Control.

·       Identified and coordinated logistics for local community based events for the distribution of collateral materials and blood pressure screenings

·       Coordinated proclamation presentation of “Know Your Digits” Month for both The Los Angeles County Board of Supervisors and Los Angeles City Council

Web Content and Social Media

·       Developed outline and web content for the Know Your Digits! website

·       Created a social media calendar for partners to use to promote activities and the overall campaign on Twitter and Facebook

Media Relations

·       Conducted media relations on behalf of the campaign

o   Drafted press releases, media advisories and post press release

o   Secured media interviews

o   Utilized existing media relationships to invite media to cover launch event

o   Generated print, broadcast and online media coverage with local African American, Latino and general publications

Translation

·       All collateral material, creative material, ad copy, press material, social media and web content were trans-adapted into Spanish on behalf of the campaign

 

Measurements and Analytics

Advertising

·       LAGRANT COMMUNICATIONS executed a media ad buy of a total of 31 junior posters that have been posted on behalf of Community Health Councils across the County of Los Angeles with total weekly impressions of 913,032

·       A total of 400 bus interior cards were secured to run during the month of August

·       Print ads placed with: Our Weekly, Hoy Los Angeles and La Opinión

Community Outreach

·       LAGRANT COMMUNICATIONS secured 45 community based organizations for the month-long hypertension awareness campaign

o   Major partners secured include: American Heart Association, Everest College, County of Los Angeles Public Health, County of Los Angeles Public Library, Los Angeles Public Library and Northgate González Market

·       A total of 70 blood pressure screenings were scheduled for the month of August

·       Coordinated blood pressure screenings and presentation opportunities for Clínica Romero’s National Health Center Week and Baldwin Hills Bfit Community Health Expo

Media Relations

·       Secured 36 social media placements totaling a 120,946 overall reach

·       Generated34 earned media placements among Latino, African American and general media outlets totaling 9,116,695 gross media impressions

·       Secured a total of 6 media outlets to cover the launch event including Hoy Los AngelesK-ABC 7 and KPCC Southern California Public Radio, among others

·       More than 100 community members attended the Know Your Digits! Launch Event at the Ascot Branch of Los Angeles Public Library

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