Heart of Florida United Way & AdventHealth
Public Health & Community Engagement: Campaign Development, Multicultural Communications, Media Outreach
Client
Heart of Florida United Way and AdventHealth
Situation
In partnership with Heart of Florida united Way, AdventHealth sought to expand its “Be a Mindleader” campaign, which was designed to destigmatize mental health and encourage conversations among children and adolescents.
Originally developed in English, the organization recognized a need to extend the program’s reach into Haitian Creole-speaking communities, where cultural nuances and stigma can create barriers to open dialogue and access to mental health resources.
Challenge
The campaign needed to be introduced in a way that felt culturally relevant, accessible, and trustworthy for communities where mental health is often stigmatized or discussed privately.
Strategy
Grounded in both qualitative and quantitative research, we set out to trans-create the Be a Mindleader campaign for Haitian Creole-speaking audiences.
This included:
Adapting messaging to reflect cultural context and community norms
Developing conversation-starting materials for families and community leaders
Identifying trusted community channels to support distribution and engagement
Supporting a multi-channel campaign across trusted media platforms
Execution Highlights
Web: Launched a culturally responsive campaign website in Haitian Creole
Collateral: Developed conversation-starting materials and toolkits for community-based organizations to support grassroots amplification.
Radio: 100 placements across three local Haitian Creole radio outlets (May 12 – June 8, 2025)
Out-of-Home: 8 billboards (2 digital, 6 vinyl) across four targeted zip codes (May 19 – June 29, 2025)
Transit: Four fully wrapped public buses serving high-density Haitian Creole-speaking routes
Digital Media: Placement in The Haitian Times
Outcomes
Culturally relevant mental health messaging is now accessible through exposure in everyday community environments.
Community-based organizations, including churches and chambers of commerce, are equipped with toolkits and conversation-starting materials to support local amplification.
