THE CHALLENGE
The National Institutes of Health needed to promote awareness and drive participation among historically underrepresented communities in the All of Us Research Program, a landmark effort to diversify medical research and address social determinants of health.
OUR SOLUTION
Montage devised and executed a multi-pronged marketing, outreach, and communications strategy to engage diverse communities and achieve the program’s awareness, education, and enrollment goals.
Our success depended on overcoming significant barriers that prevent diverse communities from participating in health research, including historical transgressions, limited health literacy and English language proficiency, lack of cultural relevance, and limited access to digital resources.
We applied our audience understanding across campaigns integrating strategic partnerships, in-person and virtual events, paid advertising, public relations, experiential education, emerging technology, and earned and owned media to deliver campaign messages via trusted avenues and in culturally relevant ways.
THE RESULTS
- Montage established national, regional, and local partnerships across 36 states to facilitate grassroots reach and engagement.
- Program managers and tour managers executed more than 650 in-person, virtual, and hybrid events to engage participants in the communities where they live and work.
- The program achieved more than 42 million media impressions through broadcast and radio appearances, events, speaking opportunities, web content, video, and other media.
- Montage and partner organization staff helped facilitate more than 350,000 enrollments in the health research program.
