Tackling Diabetes with Black Communities
ASK
South Carolina has the 8th highest percentage of adults with diabetes in the US, especially among Black people in rural areas with lower incomes. Given this, the South Carolina Department of Health and Environmental Control (SCDHEC) sought to develop a statewide diabetes education campaign.
JPA Health was engaged to create the evidence-based, audience-centric and culturally appropriate public health education campaign.
ANSWER
JPA created the Spark Inside Out campaign brand identity based on audience insights and a workshop with SCDHEC stakeholders. The campaign brand identity emphasized the importance of self-efficacy and confidence when making lifestyle changes to prevent and treat diabetes. Additionally, the branding included the importance of community and working with family, friends and healthcare professionals to achieve lasting change.
Based on the branding, JPA developed the campaign website, In It Together: Preventing Diabetes with Confidence, to be the hub for all education resources for South Carolinians with diabetes. The website integrated rays of light to symbolize people’s inner confidence, language about community support, graphics that highlight key facts, and vibrant colors that draw the viewer in.
Within 12 months, the website received 75% more visits than our original campaign goals.
