Fresno Building Healthy Communities

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In 2023, Fresno Building Healthy Communities launched a comprehensive public education campaign aimed at raising awareness about the nonprofit hospital (NPH) industry, with a particular focus on two key issues: NPH’s community benefit spending and the infrastructure mandates for earthquake preparedness by 2030.

To reach a broad audience and engage the community effectively, the campaign utilized a multi-channel approach, incorporating both traditional and digital media platforms. Paid media placements were executed across television, radio, and social media channels to ensure maximum visibility.

Content creation played a central role in this effort, with materials tailored to educate and inform the public. These included:

• Video: Engaging short-form videos to highlight key issues and encourage community involvement.
• Audio: Radio spots to reach listeners through trusted local media channels.
• Website: A dedicated platform providing in-depth resources, articles, and fact sheets about NPH operations, community benefits, and earthquake preparedness requirements.
• Social Media Ads: Targeted campaigns designed to drive engagement and foster conversation around the NPH industry and its impact on local communities.
• Logo & Brand Creation: The Care 4 Fresno campaign needed a distinct visual identity. We collaborated closely with Fresno BHC staff and subject matter experts to develop a unique look that effectively represented the campaign's goals and message.

This campaign aimed to foster transparency and understanding about the NPH sector, encouraging informed public discussions about how these hospitals contribute to the community and prepare for critical infrastructure challenges in the coming years.