"ACCESS TO FRESH FOOD IS EVERYONE'S RIGHT."
BILLBOARD DESIGN FOR LOAVES & FISHES
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In 2018, RAO Community Health was awarded the Racial and Ethnic Approaches to Community Health (REACH) grant funded by the Centers for Disease Control and Prevention (CDC). As part of the nutrition strategy, RAO partnered with Loaves & Fishes, a local food pantry, to develop a campaign to increase awareness of the right to fresh and healthy foods for all. In total, 8 billboards were placed in priority areas, targeting Black/African Americans throughout Mecklenburg County in Charlotte, North Carolina.
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MASK UP
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In response to the COVID-19 pandemic, the North Carolina Department of Health and Human Services' Office of Minority Health developed a COVID-19 grant for organizations to promote the 3 W's - Wear, Wash, & Wait - in the Black/African American community. The "Mask Up" campaign was created to encourage mask usage with five message themes: major milestones, family vacations, big days, girls' trips, and first meetings. Paid social media and display banner ads generated 7,231 clicks and reached 155,903.
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THE FLU IS STILL HERE...
The CDC awarded REACH grant recipients additional funds to promote flu vaccinations among priority populations. To increase vaccinations among Black/African Americans, "The Flu is Still Here..." campaign was designed to provide general information on the flu, including where to find a vaccination site and COVID-19 vaccinations. The campaign consisted of paid and organic social media ads, display banner ads, and exterior bus ads, which generated 4,209 clicks and reached 145,765.
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MECKLENBURG COUNTY HEALTH DEPARTMENT
In partnership with the Mecklenburg County Health Department, a campaign was developed to increase the awareness of select farmers markets located in priority zip codes in Mecklenburg County. The campaign consisted of both paid and organic social media, generating 652 clicks and reaching 39,162.
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EDUCATE TO VACCINATE
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To address misinformation surrounding COVID-19 and the vaccine in the Black/African American community, RAO Community Health developed a campaign to (1) educate the community on COVID-19 using credible sources and (2) build vaccine confidence. A website was designed, along with an downloadable educational toolkit for local organizations and individuals in the community to share social media graphics within their platforms. To view the campaign, visit Educate to Vaccinate.
Campaign advertising consisted of paid and organic social media ads, display ads, billboards, and interior and exterior bus ads. The campaign generated 4,258 clicks and reached 104,205. 
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C.A.R.E. APP
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The C.A.R.E (Charlotte Area Resource Explorer) app was designed by RAO Community Health to provide easy access to local resources in the Charlotte-Metro area. The app provides resources for food & nutrition, housing, health, parks & recreation, breastfeeding, and transportation. Additional features include a navigation system and an event calendar. To learn more about the app, visit the C.A.R.E. app website.
To increase usage, a campaign was developed to promote the at-home COVID-19 test locator in the app. Advertising consisted of paid social media, display banner ads, billboards, and transit ads. The campaign generated 2,302 clicks and reached 67,464, with a 71% increase in downloads.
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KNOWING LOOKS GOOD ON YOU
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Knowing Looks Good on You is a prevention campaign that was developed to encourage individuals to know their HIV & STI status by getting tested. To increase patient intake and testing numbers within RAO's clinic, advertisements were created to promote an incentive (provided by grant funding) for free HIV & STI testing. Advertisements were promoted via dating apps, paid social media, billboards, and display ads. The campaign generated 2,164 clicks and brought in nearly 130 new patients combined through scheduled appointments and walk-ins.
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