Norton Healthcare COVID-19 Public Education Campaign

Promoting Equitable Access to Healthcare

The Community Advisory Board (CAB) of West Louisville is a grant-funded organization dedicated to addressing healthcare misconceptions, breaking barriers, and promoting access among local communities. Their mission focuses on achieving health equity through effective collaborations with community partners and healthcare members. To accomplish this, CAB sought the expertise of BCA to develop a digital communication plan that keeps stakeholders informed about policies, updates, and more.

Overview

West Louisville CAB wanted an online place where community members could engage and learn more about vaccines. They needed a centralized space, or website, for community testimonials and educational resources. Specifically, the organization wanted to enhance people’s awareness and understanding of vaccines. CAB’s digital presence was nonexistent, so they wanted to establish their presence on platforms such as Instagram, LinkedIn, and Facebook.

What We Did

Market Research
Digital Marketing Strategy
Website Development
Graphic Design
Paid Social

Our Solution

Our goal was to create opportunities for individuals to share their vaccine-related experiences and help CAB provide accessible education. Teaming up with West Louisville’s CAB, Black Digital developed personalized marketing solutions to bridge the gap between the West Louisville community and the healthcare system.

We initiated an integrated marketing plan, building a website, Instagram profile, LinkedIn presence, and Facebook page for CAB. We developed a social media calendar and several campaigns to consistently promote vaccines in-season. We also created content pillars on social media to highlight CAB’s partnerships, community narratives, and vaccination information.

To boost community engagement, we incorporated a dedicated space into CAB’s new website for people to share their stories and feedback. The website also features a series of testimonials from people in the community who have been vaccinated. Educational PDFs give viewers accessible information on everything from measles to the HPV virus. Each PDF features a QR code guiding viewers to the nearest vaccine location.