CASE
IPHA Pandemic Health Navigator Program
Overview
COVID-19 was one of the most significant public health threats in more than a century. The Illinois Public Health Association (IPHA) sought to amplify messaging of medical professionals and support marginalized communities in Illinois particularly impacted by misinformation and lack of resources. IPHA leveraged their statewide network and expertise in health inequality and engaged Illinois community-based organizations (CBOs), Federally Qualified Health Centers (FQHCs) and residents with COVID-19 education and resource coordination. Morreale was tapped to conduct a broad communications and marketing campaign focusing on their target audiences while understanding that COVID-19 perceptions vary greatly between communities.
Strategy
Morreale launched the Pandemic Health Navigator program to promote essential public health information and IPHA’s ability to connect residents to resources they would need to be healthy and safe during the pandemic. We conducted stakeholder engagement, research and branding, content and collateral development, website development and paid and earned media campaigns. An essential component of the program was to hire and train 70+ Community Health Workers (CHWs) to engage and help local residents with information on health services. Morreale conducted extensive research of internal and external stakeholders through interviews and surveys, which led to the development of educational curriculum, branded marketing materials and key messages. We put together weekly newsletters and coordinated with elected officials to share news of the program.
Services
• Stakeholder Engagement
• Web & Brand Development
• Content & Collateral Development
• Community Outreach
• Integrated Marketing Campaign
• Press Conference Coordination
Results
The campaign was highly successful with more than 150,000 resource requests filled by CHWs, a highly visited website featuring information on vaccinations and health resources, and a successful press conference featuring Governor Pritzker, which garnered more than 250 media mentions. We equipped more than 80 CHWs and FQHCs with over one million printed pieces of collateral in multiple languages, developed four major advertising campaigns and secured more than 300 media placements through earned media efforts, resulting in more than 350 million impressions.
