Ralph Waldo Emerson once said, “The first wealth is health.” To provide this essential need, public healthcare agencies must find effective ways to promote individual and community well-being.

But how can these agencies communicate with the public in a way that informs, educates, and drives individuals to take action? Additionally, how can they use their communications to promote health equity? The answer: running structured public health awareness campaigns.

With thoughtful communications, agencies can provide the public with crucial information to foster a healthier, more resilient society. In this guide, we’ll unpack the steps needed to craft a comprehensive and compelling public health awareness campaign. 

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1. Use data to segment your audience.

The first step in improving public health awareness is understanding your audience and how to reach them. Cultural differences, demographics, and other factors can determine whether your healthcare messaging resonates with your target audience.

To create patient-centered messaging that respects diverse backgrounds and values, your public health agency can use data to segment your audience. With this data, you can:

• Identify relevant topics: Dig deep into population trends to craft relevant messages for your audience. For instance, an audience of young mothers should receive messaging about pediatric care, while an elderly audience might receive information about senior wellness checks.
• Tailor messaging based on age: Use data to determine how to deliver messages to various age groups. For instance, digital messaging often resonates with college and university students. 
• Provide language and cultural context: Reference population data to ensure your messaging aligns with their preferred language. 
• Offer geographic insight: Reference disease hotspots based on geographic location. For example, a region with lower vaccination rates should receive urgent messages to protect themselves and others by getting vaccinated. 

Consider partnering with healthcare organizations to gather data that provides additional campaign context. For example, advanced analytic solutions providers can access insights about high-risk population groups. Arcadia recommends using analytic models like healthcare dashboards to break down hospital metrics and other relevant disease-related social factors.

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2. Refine your communication.

Ensure your message resonates with the right audience, provides accurate information, and is easy to understand. The Centers for Disease Control and Prevention (CDC) provides this guidance from its Health Communication Playbook to get started: 

• Identify your key messages: Craft a short 1-2 sentence description that conveys exactly what your target audience needs to know. Each communication should only have one to three key messages to keep it to the point.
• Include talking points: These points should describe complex issues or events. They are backed by research, simple to understand, and directly relate to the key messages.
• Write clearly and concisely: Write in an active voice and replace medical jargon and scientific terms with inclusive language. Group information into headings so it's easy for the audience to digest.
• Make your material visually appealing: If your communications are written, break up dense text and ensure sufficient white space between words, sentences, and paragraphs. If you choose to use a video medium, make sure your background is clutter-free so the focus remains directly on the subject. 

To visualize these points, the CDC references the Agency for Toxic Substances and Disease Registry’s (ATSDR) key message concerning an outbreak of Polycythemia Vera (PV) blood cancer in Eastern Pennsylvania.

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ATSDR’s talking points included: 

• ATSDR has been investigating PV in Eastern Pennsylvania since 2006.
• ATSDR responded immediately when the Pennsylvania Department of Health asked it to investigate PV in Eastern Pennsylvania.

• ATSDR has secured grants and worked with experts to carry out the investigation.

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These talking points are short and to the point as each one connects back to the key message that ATSDR is making meaningful steps to protect public health. 

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Revisit your audience segments to implement focused talking points and key messages. Use population health management software to identify trends impacting specific population segments, then craft clear messaging that resonates with each group. 

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3. Adopt a multi-channel communication approach.

Share useful public health updates across several communication channels to expand your reach. Getting Attention’s marketing guide recommends using the following channels to take advantage of your technology’s broad reach:

• Text messaging: Encourage community members to sign up for text messaging updates to receive helpful notifications, like flu shot reminders. You can also use predictive analytics to automate targeted messages about preventive care, such as screenings or vaccinations.
• Website: Share comprehensive resources about disease management, prevention, and healthy lifestyle tips. Optimize your website for user experience with clear navigation and display. 
• Social media: Use Facebook, X (formerly Twitter,) and Instagram to raise awareness about new, emerging annual health concerns and trends. You can also use these platforms to discuss daily health tips and share informative infographics. 

Refer to your audience data for details on which channels to prioritize. Update each channel consistently and continue to use clear, straightforward language. Consider directing followers to check out your website for more information on complex topics. 

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4. Use video to highlight success stories.

Approximately 80% of people prefer video content over written text. Video storytelling is a captivating way to humanize your messaging and help your community understand the benefits of following research-backed health guidance. It also acts as social proof to convince viewers to take the next step in taking responsibility for their personal health. 

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Use video to:

• Share success stories that highlight the positive outcomes of healthy lifestyle choices.
• Explain new research that directly affects population health guidance.
• Discuss new community health initiatives and programs.
• Provide guidance for disease prevention.
• Encourage engagement with interactive elements, like surveys, quizzes, and other learning activities.

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As you create and distribute your campaign videos, use A/B testing to measure their performance and adjust your strategy accordingly. This process involves dividing your audience into two groups and sending each group separate versions of your marketing content where one element is different. This allows you to test the impact of a single variable and determine what marketing strategies work best.

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Additionally, you can reuse these videos to promote your grateful patient program for garnering support for future campaigns. Success stories and educational content make for compelling videos that prompt viewers to donate to your organization. This way, you can continue spreading public health awareness and delivering care to the populations you serve.

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Public awareness campaigns are crucial to distributing healthcare messages to large populations. When running a public health campaign, present topics as straightforwardly as possible. Scannable fact sheets, frequently asked questions, and helpful resources are all crucial to providing an optimal educational experience.

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