Our Client’s Opportunity
Solano County is one of the unhealthiest counties in California. A significant percentage of adults in the county smoke cigarettes and many adults and children are overweight and have been diagnosed with prediabetes or diabetes. As the Solano County Public Health Department worked to increase healthy options, they found it difficult to keep the community informed about new and existing programs that help make Solano County’s environment more healthy.
In 2015, the Solano County Public Health Department received a multi-year grant from the Centers for Disease Control and Prevention’s Partnerships to Improve Community Health (PICH) program. With this money, Solano County aimed to increase access to healthy food, fresh water, smoke-free spaces, and health classes.
As part of this grant, FCP was hired to lead in branding, developing, advertising, and executing a two-year public health awareness campaign.
The Solutions We Offered
The campaign, VibeSolano, needed to spread the word about efforts to create healthier environments with and for residents. To achieve this goal, FCP created numerous social media campaigns, worked with reporters to publish dozens of articles & opinion pieces in local newspapers, and placed nearly $1 million in targeted paid advertising.
Placement locations included:
- TV ads
- Radio ads
- Cinema ads
- Digital ads
- Social media ads
The Results We Delivered
Over the course of the campaigns:
- Television ads were viewed 800,000+ times
- Movie theatre ads were viewed over 980,000+ times
- Mall kiosk ads were viewed an estimated 800,000+ times
- Radio ads were heard an estimated 4 million times
- Digital messages received more than 11 million combined views.
FCP also created a VibeSolano Facebook page that regularly shares posts and pictures with over 2,100 followers. The combined posts on the page have now reached hundreds of thousands of people;
At the end of the two years, 19 Solano County apartment complexes went smoke-free, 8 grocery stores participated in Healthy Stores for a Healthy Community makeovers, and 95 new water-filling stations were installed across parks and schools throughout the county with the help of community partners.
Increased access to free health education classes resulted in higher attendance to workshops covering topics like quitting smoking, preventing diabetes, managing a chronic condition, and improving movement and balance for older adults.
