Advocating for Priority Health Issues in Western NC Through the View From Here Campaign

Case Study: WNC Health Network

OVERVIEW

From 2020 to 2024, the JB Media team collaborated with the WNC Health Network and regional community-based partners, including WNC county health departments, to produce and share messages on crucial public health issues. In 2022, we started researching and building the View From Here campaign, which launched in 2023. The campaign shared critical information with the public on the following topics:

    SERVICES PROVIDED

    • Creative Direction & Content Strategy
    • Graphic Design (Videos, Animations & Graphics)
    • Content Writing, Editing & Development
    • Social Media Advertising Implementation & Management
    • Toolkit Creation, Distribution & Management
    • Customized Branding
    • Comment Monitoring & Community Engagement
    • In-depth Reporting & Analysis

    Our team developed creative marketing and advertising strategies, wrote and designed campaign copy, videos, and
    animations, and published hundreds of ads on YouTube and Meta that drove traffic to local resources.
    We also provided campaign performance analysis and detailed reports, led routine meetings with regional health leaders, and conducted listening sessions with target audiences to identify and develop new messages.

    THE CHALLENGE

    During the COVID-19 pandemic, public health workers wanted to share important and timely messages with local residents. The WNC Health Network worked with JB Media Group to use the region’s collective, but limited, resources, centralize information, and build trust with the public through the Communicators Collaborative. The objectives of the collaborative were to:

    • Create a trusted, regionally-coordinated health communication brand that supports public health interventions
      to change behavior and even save lives
    • Provide the public with information on key health topics
    • Reach and build trust with all residents of WNC and be inclusive of all communities and people in the region

    The collaborative’s first campaign, My Reason WNC, focused on COVID-19 safety and prevention. Later, the View From Here campaign explored issues including mental health, nutrition, and substance use disorder.

    TACTICS

     

    • Diagnosed technical issues using Google’s PageSpeed Insights and Lighthouse
    • Collaborated with SOAR’s web team to resolve CSS and JavaScript problems on the blog page
    • Addressed conflicting links on landing pages
    • Optimized landing pages for better ad performance and user experience

    OUR STRATEGY

    We applied what we learned from the My Reason WNC campaign and adapted it to meet the needs of evergreen
    health issues within the region.

    Laura Sanders served as project manager for this successful campaign, while Aviva Campbell and Krista Gargano were
    the creative team responsible for writing, designing, and implementing the content. Our team provided:

     

    • Creative direction
    • Advertising and targeting strategies, guidelines, implementation, management, and analysis
    • Custom training on the creative and technical aspects of audience targeting, asset creation, campaign management, and more
    • Toolkits with customizable campaign assets for partnering organizations to distribute ads and
      messages easily
    • Careful community engagement to enable safe, engaging conversations online and to ensure wide distribution of key health messages

    Led 20+ training sessions

    Created 35+ videos for Youtube, Facebook, & Instagram

    Targeted new audiences through hundreds of paid social media campaigns

    Managed campaigns for 22+ organizations and public agency partners

    Created graphic designs for 100+ digital and print assets

    Created five View From Here landing pages as comprehensive resource guides

    “I am so proud of the JB Media team and our region’s health communicators for leading truly effective campaigns that share critical health information with the public and positively impact communities in Western NC. Our team is passionate about projects like the View From Here campaign and dedicated to using our creativity, research, and storytelling skills to share key information on urgent health topics.”

    —AVIVA CAMPBELL
    Content Writer and Social Media Strategist
    JB Media Group

    Results:
    Wide Dissemination of Critical Health Messages

     

    The View From Here Campaign performed well and reached most regional social media users. The campaign further strengthened the efficacy of county health agencies’ abilities to communicate across western North Carolina and build organizational capacity.

    Metrics that demonstrate success include the following:

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