GREATER HEALTH BY DOING GOOD CAMPAIGN
The messaging for a clinical trial recruitment campaign – whether it’s for diabetes or Crohn’s disease – is often centered around helping patients explore their treatment options. But what about the messaging for a study of healthy people? HEAL Study is a community health study exploring how urban greening can positively impact the health of a neighborhood and the people who live there, that required a new approach to recruitment.
The study involved potential long-term health benefits, neighborhood improvements, and customary incentives for clinical data collection. However, these weren’t going to provide enough immediate gratification to convince 700 healthy participants to enroll. Instead, the messaging relied on altruism to do the heavy lifting, and so the “Greater Health by Doing Good” campaign was born.
In addition to creating a logo, Crowley Webb executed a series of print materials, guerilla tactics, and digital efforts to remind the audience that participating in the HEAL Study could help their children, their neighbors, and even future generations.
Within two weeks, campaign efforts drove 1,367 website visits (a traffic increase of 391%) and more than 80 survey completions.