Launching Digital Helpline for Survivors of Sexual Violence, Health System Serves Millennials
// By Jane Weber Brubaker //
Millennials are officially the largest generation, edging out baby boomers in 2016, according to the U.S. Census Bureau. By 2018, millennials will have more spending power than any other generation, and marketers are lining up to find ways to connect with them. So what do hospitals have to offer young, mostly healthy people?
OhioHealth turned its attention to sexual violence, a scourge that impacts this generation more than any other.
With the help of a $1.2 million grant from Ohio Attorney General Mike DeWine, OhioHealth developed an integrated campaign to promote the Ohio Sexual Violence Helpline. The helpline provides 24/7 advocacy, support, and resources to survivors of sexual violence in counties that don’t have a helpline. “If it weren’t for this helpline, they may have to reach out to folks such as the local sheriff’s office,” says Stefanie Ragase, marketing manager at OhioHealth. “And the moment their incident is reported, it’s no longer confidential.”
Here, we’ll share OhioHealth’s strategy to reach a younger audience where they live, work, and play. We’ll see examples of the imagery created by digital agency Fathom, designed to present a highly sensitive issue in a compelling way. We’ll look at results of the campaign and see which channels were the most successful for this audience of digital natives.
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