Media & Communications
LPHIs Division of Media and Communications provides media, event planning, public relations, graphic design, and other services to all LPHI programs and partners. LPHIs Division of Media and Communications has managed approximately $10.1 million in social marketing campaigns, including media buys, media contracts, production costs, public relations, and agency consultation.
The Division created the statewide tobacco counter-marketing campaign for the Louisiana Campaign for Tobacco Free Living and manages the comprehensive, state-wide marketing campaign for the Louisiana Spirit program and the regional campaign of Steps to a Healthier New Orleans. In addition, the division provides communications support on a contractual basis to other organizations throughout the state, including the Louisiana Department of Health and Hospitals, for which it developed the Stay Healthy Louisiana campaign in 2005-2006.
LPHI Media & Communications uses social marketing techniques to guide programs and their partner organizations in the design and implementation of strategic communication programs that influence collective action and behavior change. Our intent is to:
- Create individual and community awareness of information designed to improve overall health within Louisiana
- Advance the exchange of knowledge in health communication as well as share best practices, new technologies, and innovative approaches in health communications
- Improve the quality of personal, family, and community life through effective communication programs that promote healthy behaviors
The Division of Media & Communications employs a variety of methods and tactics to achieve campaign goals, including:
- Earned Media – Also referred to as public relations, this is strategic management of communication between an organization and its key publics to build and sustain a positive image. Work in this area focuses on health messaging, community advocacy, media advocacy, partnership building, and attracting additional funding. Ultimately, earned media communication efforts aim to impact behavior change through mass media and policy change.
- Paid Media – More commonly known as advertising, paid media increases name recognition and awareness for a program or health issue by providing consistent, sustained messages within the media. Traditional and non-traditional media is employed: print, television, radio, outdoor/billboard, online programs and direct mail. Also used are grassroots or street marketing that reaches consumers in innovative ways.
- Special Events – Designed to achieve program goals by establishing a presence, raising awareness in the community, and recruiting public support. Some examples of special events are: festivals, fairs and concerts, entertainment and sporting events, conferences, seminars and tradeshows.
- Graphics and Production – Oversight of a graphic look and feel creates a cohesive and recognizable identity to any social marketing program. Brand standards are developed and used for logos, brochures, promotional items, and signs in order to aid target audiences in associating a behavior change message with a specific program or organization.
Check out samples of the Division of Media & Communications’ work:
Steps to a Healthier New Orleans -TV
Steps to a Healthier New Orleans -Radio
Steps to a Healthier New Orleans -Outdoor
Stay Healthy Louisiana – Outdoor
The Louisiana Campaign for Tobacco-Free Living -TV