Sep 15, 2022

Creating targeted messaging and tactics.

Communicating public health campaigns requires a sound strategy, especially when discussing subjects that carry societal stigma and touch lives personally. Your materials should be relatable and useful, and should avoid language or imagery that could be triggering or out-of-touch. This is where toolkits can be leveraged. A successful toolkit will bridge the gap between your messaging and your target audience by featuring language, imagery, and behaviors that are relevant to them.

They’re also a great way to amplify your campaign by providing tools and tactics to partner organizations that have already established relationships of trust with their audience and region, allowing them to co-brand your assets for their communication efforts. With the right strategy, toolkits are one of the most effective ways to deliver public health and awareness campaign messages.

What’s In a Community Toolkit?

A toolkit is a set of pre-packaged marketing and educational materials that an organization distributes to their target audiences or to community partners for use in their own communication and social networks. The toolkit is also sometimes rolled out as part of a promotional campaign or event.

Every toolkit is different, since each one is tailored to meet an audience where they are or fit a specific goal. However, public health or awareness marketing toolkits generally contain assets like:

  • Pre-generated social media posts, ads, and graphics.
  • Guidelines and hashtags for social media posts.
  • Digital display and print advertisements.
  • Posters or signage.
  • Informational flyers and handouts.
  • Profile picture banners, badges, or overlays.
  • Videos or radio spots.

Can One Toolkit Do It All?

While campaigns have many goals and details, toolkits allow you to get more granular if wanting to narrowly tailor the assets toward one specific audience, a single subject that both the audience and community partners easily understand, or one clearly defined call-to-action. While they can be used alone, they are also an excellent component of a broader advertising campaign, especially if you’re wanting to partner with organizations who can share your messaging in their networks.

Address an Audience

For very focused campaigns, effective toolkits will target specific audiences. For example, while working with the Ohio Department of Health’s overdose prevention campaign, OH Against OD, Origo created demographic-based toolkits, which were driven by research from our targeted groups and at-risk populations. For this initiative, we made sure that the materials would reach audiences and be immediately useful by including harm reduction resources and messages featuring imagery and common behaviors tailored to African American, Latinx, and rural populations.

Address a Topic

Campaigns can often have many goals, so creating toolkits that focus on subtopics of your key messaging can be very effective. For instance, as a part of the larger Get Set Before You Bet campaign, in partnership with Ohio for Responsible Gambling, Origo created one specialty toolkit promoting the Problem Gambling Helpline,  as well as other suites of materials focused on prevalent topics like sports betting and online gaming.

Address a Call-to-Action

When your campaign is trying to reach multiple audiences with content unique to each, toolkits can be created that feature different calls-to-action. Take Charge Ohio is a campaign that promotes safe pain management practices in Ohio and works to prevent opioid misuse. Our toolkits work to engage two very different audiences: health care providers and patients. Origo created one toolkit encouraging healthcare providers to follow safe prescribing guidelines and another toolkit educating patients on alternative pain management options and safe medication storage.

Is a Toolkit Right For My Campaign?

A toolkit is a highly effective way to harness the power of community in service of a public health message or awareness campaign. Origo has vast experience in crafting toolkits for multiple audiences, topics, and initiatives. Think a toolkit might be right for your next campaign? Contact us to find out how we can help.