2023 - 2024 | Rhode Island Department of Health
A Visual Identity for Rhode Island’s CHWs
Rhode Island’s Community Health Workers (CHWs) play a crucial role in connecting communities with health and social services, especially during public health crises like COVID-19. Despite their importance, awareness and recognition of CHWs among the general public, healthcare providers, and potential employers remained limited, which hindered their effectiveness and the support they could receive.
To address this, Reach was contracted to develop a comprehensive campaign focused on creating a distinctive visual identity to elevate the profile of CHWs and effectively communicate their essential role within Rhode Island’s healthcare ecosystem. The development process was highly collaborative, drawing on insights from 191 surveys, 10 interviews, and 1 community listening session. These efforts engaged CHWs in discussions around public awareness, understanding of their role, the values CHWs bring to Rhode Island, effective ways to communicate their contributions to the healthcare landscape, and their preferences for potential visual identities.
After presenting four logo concepts, “Your Bridge to Better Health” was selected by 53 of the 148 CHWs who voted. The logo design incorporates a bridge symbol, representing the essential connections CHWs create between individuals and health services. The “CHW” letters are prominently displayed, emphasizing their central role, while sun and ocean elements evoke a sense of warmth, hope, and Rhode Island’s coastal identity. The color palette and typography were chosen to convey trust, approachability, and the supportive nature of CHWs.
The logo was featured across a wide range of collateral materials, including banners, booklets, shirts, mugs, lunch bags, lanyards, pins, and stickers, creating a cohesive and recognizable brand identity. Its versatility allowed the logo to seamlessly appear across various formats and sizes, from small promotional items to large conference banners. Additionally, many of the assets were translated into Spanish, ensuring that the visual identity was inclusive and accessible to Rhode Island’s diverse communities.
Campaign Impact:
The campaign generated 16,420 clicks with an overall click-through rate (CTR) of 1.33%.
The best-performing asset was the employer educational video, achieving a CTR of 3.08%, more than double the overall campaign average.
The campaign drove 25,139 page visits to the RIDOH website from Meta sources, with page views increasing from 192 per week to 4,030 per week.