The Ministry of Health and Wellness in Saint Lucia needed to motivate and educate Saint Lucians on using their health care system more effectively, in particular the Primary Health Care system. The rate of Non-Communicable Diseases on the island as well as lack of knowledge on how to access the health services were fundamental concerns. Accela Marketing was selected to undertake a communication and public awareness campaign to address this.
Extensive research (National KAP survey, stakeholders’ consultations, focus groups discussions, etc.) to inform the strategy. We looked into demographics, psychographics, media habits and the best approach to the messaging, tone of voice and spokespeople.
An evidence-based branding platform which included new designs, logo, tagline and a brand campaign with roll-out and implementation strategies. A new jingle and radio PSAs (English and Creole), television PSAs, online and social media, posters, etc. were inserted into the local media. There was increased awareness of the Ministry of Health’s services. This came in handy when regular communication became critical to manage the COVID19 pandemic.