Based in Mountain View, California, El Camino Healthcare District works to advance the health and well-being of a community that encompasses much of the Mid-Peninsula and Silicon Valley region.
El Camino Healthcare District estimates that nearly half of all adults in its community may have prediabetes, and 81% of those affected are unaware they have it. Left unaddressed, prediabetes can progress to type 2 diabetes and other serious conditions. But research shows that with early action, up to 90% of cases can be reversed through lifestyle and diet changes.
The District’s Population Health team identified an opportunity to raise awareness about prediabetes and provide resources for people at risk to take control. They engaged MacKenzie to develop the creative and communications strategy to articulate the issue and drive people to a risk-screening website.
Based on a key insight that anyone can have prediabetes and not know it, MacKenzie developed a creative strategy around a simple message: prediabetes can sneak up on you, but you have the power to outsmart it. This led to the campaign theme, “Outsmart Prediabetes,” and a clear call to action: take a free two-minute online screening to find out if you’re at risk, and get connected to a personalized, no-cost plan to reduce your risk.
The creative toolkit included a distinctive visual framework, compelling messaging and campaign narrative and assets for outreach and paid media. We further developed a “hyper-local” communications strategy targeting the District’s service area and diverse population, leveraging social, digital, direct mail, events and community partnerships.
Outsmart Prediabetes is now in full swing throughout the District, reaching residents online, in their mailboxes, and at events and community partnerships across the area, with one clear, actionable message: know your risk and take control of your health.
Campaign Strategy, Messaging, Strategic Communications, Creative Development, Media Planning
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