CAMPAIGN SUMMARY REPORT
HEALTHY HOME, HEALTHY COMMUNITY
CAMPAIGN FOCUS One thing COVID-19 has done is amplify existing housing injustices disproportionately impacting Black, People of Color, and low-income communities in certain zip-codes including Smoketown and West Louisville. From environmental conditions (lead, homes in disrepair, etc.) to cost of living - it's hard to be #HealthyAtHome when your home can possibly be harmful to your health. One area where you will spend a majority of your time is in your home. We want that to be a space where you are healthy and whole. And, while these times are challenging, we also look for moments of hope and gratitude that we can celebrate in our community.
IDEAS xLab developed the strategy and led community engagement for the campaign on behalf of their client Louisville Metro Department of Public Health and Wellness, partnering with Bates Community Development Corporation to create the content for the Healthy Home, Healthy Community campaign to raise awareness of childhood lead poisoning prevention. The campaign consists of billboards and digital ads displayed in Smoketown and West Louisville that feature families from those areas who also share what a healthy home and a healthy community means to them. The campaign is a continuation of One Poem at a Time, a project started by IDEAS xLab in 2017, that had already replaced 22 billboards in Smoketown with photos and poetry created with community members.
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CAMPAIGN BY THE NUMBERS COMMUNITY ENGAGEMENT CONDUCTED BY IDEAS XLAB
Through Bates Community Development Corporation Smoketown Summer Camp, 25 individuals and their families were engaged through in-person activities and take-home worksheets. Qualitative data: More than 35 pieces of art, poetry, and writing were created, along with 25 photo portraits taken by and with participants.
“This opportunity for Bates Community Development Corporation to be a partner has been a game changer for our youth. They had a chance to show their natural beauty and creativity in a world that has covered it up for 400 plus years,” said Nachand Hyde Trabue, Executive Director at Bates CDC.
CAMPAIGN REACH
8 outdoor billboards were utilized for a 3-month period, with an estimated 351,685 impressions per month, and 1.055 million total impressions. Geo-fenced digital ad: Approximately 600,000 impressions over 3-months. The digital campaign had a .7% click through rate, compared to the industry average of .3% - a 233% difference! 2 Facebook Live Events were hosted in August - September 2020, reaching over 1,000 community members as of 9/11/2020. 03 | CAMPAIGN SUMMARY REPORT
CAMPAIGN LEADERSHIP
Josh Miller, IDEAS xLab Hannah Drake, IDEAS xLab Additional support from: Gabriell Gassaway, Louisville Metro Department of Public Health & Wellness Nachand Trabue, Bates Community Development Corporation Dr. Monica Unseld, Advisor Jeana Dunlap, Advisor
CAMPAIGN SUPPORTERS
YouthBuild Louisville John Cullen, LockUpLead
“We have seen the positive impact this approach can have, when community members are the ones shaping the messages in their environment,” said Josh Miller and Hannah Drake of IDEAS xLab. “The Bates CDC Summer Camp students participated in taking photos, in writing, in creating art, all focused on what a healthy home, and healthy community means to them and their families.” “A healthy Louisville is a lead-free Louisville,” said Dr. Monica Unseld, campaign advisor. “Our families and our neighbors can be unwillingly exposed to lead in our homes, our soil and in products we purchase every day. We cannot allow lead exposure to steal our health and our futures.” 04 | CAMPAIGN SUMMARY REPORT
Top: Billboard displayed in Smoketown Left: Digital ad design example Bottom: Screen shot from Facebook Live event 1
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Top: Promo for Scavenger Hunt Contest Middle Left: Screen shot from Facebook Live event 2 Middle Right: Campaign featured during LMPHW video during APHA 2020 Bottom: Billboard displayed in Smoketown 06 | CAMPAIGN SUMMARY REPORT