LPHI's Division of Media and Communications develops strategic communications programs and social marketing campaigns designed to influence collective action and behavior change. The team focuses on specific communications functions including needs assessment, program design, social marketing campaign development and management, special events, public relations and graphic design. The division has managed approximately $10.1 million in social marketing campaigns, including media buys, media contracts, production costs, public relations, and agency consultation.

The division manages the statewide marketing campaign for the Louisiana Campaign for Tobacco Free Living and developed the comprehensive, state-wide marketing campaign for the Louisiana Spirit program and the regional campaign for Steps to a Healthier New Orleans. In addition, the division provides communications support on a contractual basis to organizations throughout the state, including the Louisiana Department of Health and Hospitals and the Greater New Orleans Regional Planning Commission.

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.
• Focus Groups and Message Testing – Conducting focus group with individuals within the target population(s) helps inform the development of campaign messaging. Additionally, as a part of LPHI’s social marketing methodology, creative concepts are tested with members of the target populations to help ensure creative concepts achieve campaign goals.
• 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 a few samples of the Division of Media & Communications’ previous work below:

Steps to a Healthier New Orleans -TV 

Steps to a Healthier New Orleans -Outdoor 

Stay Healthy Louisiana – TV