Over the last few months, FCP has been working with the Solano County Public Health department to launch a media campaign to promote healthy food and beverage options and smoke-free public spaces. The campaign, Vibe Solano: For a Vibrant, Healthy Solano, officially launched December 1st and includes cable television, radio, digital banners, a revived website and other forms of interactive media to engage the community.
In the hopes of empowering residents of Solano County to take action, Vibe Solano focuses on making public and shared spaces smoke-free, encouraging more healthy food and drink options in grocery and corner stores, and working towards increased water access and consumption.
Check out the full list of current radio ads on our SoundCloud and the first of many commercial ads on our YouTube.
As the campaign continues into 2016, we’d like to share our roadmap of best practices for success:
1. Narrow your audience – our media outlets expand across hundreds of thousands of people, narrowing our audience for the campaign is essential for success. To best spread the word about Vibe Solano, we are focusing our initial wave of media outreach towards women 24-60, teens, and kids ages 6-11 through targeted media outlets.
2. Speak with the community, not at them – before we started implementing the media campaign, we spoke with over 30 health and wellness leaders in the community to hear what sorts of messages would appeal to the residents of Solano County. Given that it is one of the most diverse counties in the nation, we learned our messaging needs to be as accessible and welcoming as possible.
3. Spread the word. We reached out to the local press to be sure they knew about this important campaign launching. Our initial press release produced a number of features including this great coverage in a local paper.
4. Be prepared to measure success – as we disperse our message across a variety of mediums, having a plan to measure our impact is needed for success. We will monitor the number of website visits, ad clicks, and T.V. commercial and radio ad slots as metrics to determine the number of people we impacted with this media campaign.
We are thrilled to be working on this campaign and hope the messaging will affect positive, healthy choices in Solano County.
**The current campaign ads were provided by the Centers for Disease Control and Prevention (CDC) and funding for this campaign comes from a Cooperative Agreement between Health Promotion and Community Wellness and the CDC, entitled Partnerships to Improve Community Health (PICH).