Insider Insights

“Data visualization with clean compelling imagery is the future of healthcare data and having our in-house design team intimately involved in the process has been quite the  competitive advantage for our clients.”

Elise Plakke

Executive Creative Director

Elise Plakke is an award-winning designer and marketing and branding executive. She has a passion for connecting consumers emotionally to brands through elevated product experience. Elise has launched product lines at LLBean, JJill, Rue La La, Home Depot, Crestline and Crew Kids. She established brand assets for Trek Bikes and directed photo shoots with Lance Armstrong, which dramatically increased market share.

Media Campaigns

To compete in today’s ever-evolving health care ecosystem, brands must innovate and distinguish themselves from the crowd. Successful strategic positioning goes well beyond simply creating a logo or website for your company. It requires imaginative, inspiring creative combined with an innovative, holistic marketing plan. And that’s where our full-service agency stands apart from the rest. From brand strategy to creative concepting, campaign development and effective media planning that inspires change, we provide deep expertise across the entire customer journey. Our team of former health system, marketing, creative and branding executives has the dedication, knowledge and experience to guide you on that path—because we know your customers inside and out.

A STRONGER MESSAGE FOR NEW HAMPSHIRE

Multimedia Behavioral Health Awareness

Strong as Granite is the campaign New Hampshire Department of Health and Human Services launched as a new brand to inform Granite Staters of available behavioral health resources; it encourages self help-seeking to access help in a spirit of self-improvement, without fear or shame. Whether it is a substance use disorder or a mental health diagnosis for an individual, friend or family member, Granite Staters need guidance on who to call. Strong as Granite conveys that seeking help is not a sign of weakness; on the contrary, it takes courage and makes individuals, communities, and the whole state stronger. It the campaign’s mission to normalize getting help and promote self-help seeking.

By alluding to the state’s heritage and nickname, we show that although behavioral health challenges are universal, the way we approach them is uniquely New Hampshire. The campaign platform provides a sense of hope and connectedness, reassuring individuals that they don’t have to face these challenges alone, reinforcing that mental health and substance use challenges can affect anyone, and ensuring all Granite Staters are aware of the resources available to them. The call to action are the access lines available: call or text the National 988 Suicide and Crisis Lifeline, the New Hampshire local rapid response team at 833-710-6477 or call 211 for recovery and substance use resources. 

The campaign compiled 988 research on key messaging, public health data to determine target audiences, and focus groups consisting of local Community Mental Health Centers and peer support agencies to tailor messaging to cover specific topics of most relevance to each individual target audience.

CREATIVE RATIONALE

  • Messaging that feels relatable yet impactful by maintaining a supportive, uplifting tone while keeping copy succinct and to the point.
  • Avoiding language that’s off-putting or stigmatizing to target audiences.
  • Strong call-to-action so the reader clearly understands the next steps available to them.
  • Call, text (and chat where relevant) are included in the CTA based on user data.
  • This approach ensures every asset works as hard as it can for the purposes of the campaign: to generate awareness and encourage action.

CAMPAIGN MEDIA

  • TV Commercials
  • OOH: Billboard Ads/ Gas Pump Topper Ads/Concrete Graphics/Posters
  • Radio Ads
  • Flyers
  • Social Media & Promotional Toolkit
  • Print & Digital Ads

We launched the Strong as Granite campaign at a Governor’s Press Conference at the beginning of National Suicide Prevention Week as our campaign aligns with the objectives outlined the New Hampshire 10-year mental health plan. “New Hampshire has worked to rebuild our mental health system from the ground up, with an emphasis on providing Granite Staters support when and where they need them,” said Governor Chris Sununu. “The Strong as Granite campaign provides yet another set of tools to quickly access resources in a time of need.” We provided marketing collateral such as stickers, wallet cards, and posters to pass out at state sponsored and mental health or behavioral health key conferences and events.

TV COMMERCIAL

We wrote the script, cast, scout and produced the TV commercial in New Hampshire using local New Hampshire faces to reach target demographics for this campaign. The commercial was filmed in various locations showcasing coastal areas, mountainous regions, and urban cities to reflect the rich diversity of populations living across the Granite State. The tv spot acknowledges the strength of granite as one of the strongest rocks on earth; and the metaphorical journey one takes to ask for help to overcome personal mental health or substance use challenges. We were inclusive of all ages, races, genders, and varying other facets of diversity to develop content that resonates with all who live and work in New Hampshire.

BILLBOARDS 

We targeted subpopulations of varying ages, genders and other socio-economic factors within each geographical area and chose images to reflect those subpopulations with key messaging offering resources for mental health or substance use challenges.

GAS PUMP TOPPERS / CONCRETE GRAPHICS

Our “Strong as Granite” campaign used gas pump toppers in New Hampshire because it leverages a common activity, pumping gas, to reach a wide audience. Given the ubiquity of gas stations and the idle time people spend at the pump, this campaign effectively reaches individuals across all demographics as they go about their daily routines, where they are most likely to take to take notice and respond to the call to action.

RADIO ADS

Radio advertisements were used to reach individuals late at night when people feel isolated.  We targeted both the individual and/or family or friends to encourage loved ones to call in time of need.

PRINT AND DIGITAL MEDIA CAMPAIGN

Maryland Family Planning Program

Below are some print ads that Initium Health created for the State of Maryland for a campaign about sexual and reproductive health. This campaign supported the Maryland Department of Health and enhanced the delivery of information to raise awareness of reproductive and sexual health services provided at family planning clinic sites.

By conducting focus groups with healthcare providers and clinicians to understand the target audience’s mindset and behaviors, we were able to design postcards that could be customized for the health department office and sent to local residents. Initium Health created the campaign, the logo, and the content.

HIGH CONCENTRATION CANNABIS EDUCATIONAL CAMPAIGN

The TEA on THC

“The Tea on THC” is a groundbreaking campaign dedicated to educating the public about high concentration cannabis. Powered by the Colorado School of Public Health, this initiative is a trusted resource for clear, factual information on cannabis use. With the increasing buzz around cannabis in Colorado and beyond, it’s more important than ever to stay informed.

“The Tea on THC” not only provides essential facts but also empowers communities to have informed conversations about these potent products. In collaboration with Initium Health, a leader in public health collaboration, this campaign addresses critical social issues and fosters a deeper understanding of cannabis in our society.

Former NFL player, Brandon Lloyd shares his personal story breaking from use of high concentration cannabis through exercise and alternative coping strategies. Personalized storytelling from influencers in Colorado motivates positive behavior change.

Click to download executive summary

SYPHILIS AWARENESS MEDIA CAMPAIGN

Put a Stop to Syphilis

Initium Health worked with Lubbock, Texas, on its Community Health Needs Assessment (CHNA) and Community Health Improvement Plan (CHIP). Rising rates of syphilis and congenital syphilis quickly emerged as a health concern in the community. When Initium Health discovered that there were funding opportunities available through the National Association of City and County Health Officials (NACCHO) to create a campaign to address the issue, we helped Lubbock apply for and win funding to create a multimedia campaign addressing syphilis that included posters, a social media campaign, and an educational toolkit for providers.

PROMOTING COUNTY SERVICES

Live Well, Stay Well.

We came up with an umbrella slogan for Cochise County: “Live Well, Stay Well.” This embodies the spirit of living one’s most healthy and vibrant life and using county health department services to ensure that vibrancy. The walk-in county health services are promoted across all stages of life, from the free children’s vaccination program to reminders for seniors to stay vaccinated for flu, RSV, and COVID-19. We did a three-day photoshoot in Cochise to capture local faces in identifiable places to connect to the community. We recruited teens from the local track team, families with newborns, nurses from the county health services, seniors, and primary educators from the elementary school on the nearby border of Mexico. By promoting services to the broader community, we help to improve health for all residents.