Challenge: Communities of color continue to be disproportionately impacted by COVID-19 in terms of health, finance, social wellbeing, and other factors. Due to systemic factors, minority communities suffer from poor health literacy due to language barriers and limited access to public health resources.

Strategic Thinking: ASG designed a campaign to both retain and recruit new members. Formative research informed our strategy of whom to reach and how – ASG thus produced content and programming in English, Spanish, and Cape Verdean Kriolu and conducted hybrid (digital and in-person) experiences to fully reach communities.

Solution: Our team planned and produced three successful in-person and live broadcasted community appreciation events to potential members. Through these targeted engagements, ASG built positive brand awareness

Results: Each event drew over 350 attendees with both RiteCare and TuftsRI members. Social media ads reached up to 25,000 people per target city, and radio ads reached up to 150,000 people per segment.