Reach was contracted to develop a comprehensive campaign to enhance the visibility and recognition of Community Health Workers (CHWs). This effort included creating a distinctive visual identity for the CHW program, informed by over 200 surveys and 11 key informant interviews with CHWs.

The chosen concept, “Your Bridge to Better Health,” received 146 CHW votes and symbolized CHWs as vital connectors within the community. The logo featured a bridge to represent the connections CHWs facilitate, with the letters "CHW" prominently displayed to emphasize their central role. The sun and ocean elements reflected hope, warmth, and Rhode Island's coastal identity.

In addition to the logo, Reach designed a suite of collateral materials, including retractable banners, booklets, shirts, mugs, lunch bags, lanyards, pins, and stickers. The campaign also featured a video series tailored for employers and the general public, as well as testimonials from CHWs, further highlighting their critical role in the community.

Campaign Impact:

• The campaign generated 16,420 clicks with an overall click-through rate (CTR) of 1.33%.

• The best-performing asset was the employer educational video, which achieved a CTR of 3.08%, more than double the overall campaign average.

• The campaign drove 25,139 page visits to the RIDOH website from Meta sources, with page views increasing from 192 per week to 4,030 per week.