Montgomery County Public Health
Project Role: Art Direction, Graphic Design, Web Design, Marketing Campaign Setup and Management
Client Summary
Public Health of Dayton & Montgomery County (PHDMC) is a regional agency dedicated to educating and treating the residents of Montgomery County, OH. Their mission is to empower citizens to make healthier choices and live better lives. One of their key initiatives is the EveryOne Reach One Maternal & Infant Vitality Task Force, established in 2017 to combat the county’s high infant mortality rate. This initiative focuses on reducing preterm births, curbing substance misuse among pregnant women and mothers, and addressing racial and socioeconomic disparities by incorporating social determinants of health into its strategy.
The Challenge
To further the mission of the task force, PHDMC needed to reach underserved areas with accessible, culturally relevant, and emotionally resonant messaging. The primary audience included pregnant women in low-income communities, particularly Black women and teens, who often experience greater barriers to healthcare, education, and support. The challenge was to craft and deliver a consistent, engaging, and easy-to-understand message across various platforms, and to ensure that no matter how or where someone encountered the campaign, the information was clear, useful, and impactful.
Research & Planning
My team and I began with a deep research phase, analyzing statewide and national maternal health campaigns to identify succesful practices. We held focus groups with expecting mothers, nurses, and community members, and attended CenteringPregnancy programs to listen directly to the concerns and needs of the audience.
The research highlighted key differences across neighborhoods: underserved communities experienced higher rates of preterm births due to reduced access to healthcare and nutrition, while some wealthier areas had higher rates of fetal alcohol syndrome, often due to misinformation from healthcare providers. These insights allowed the team to tailor messaging to reflect the specific needs of each group, ensuring that the campaign resonated authentically.
Designing the Solution
We went to work and developed a multi-channel marketing strategy that delivered critical health information through emails, text messages, a website, and printed materials that were all designed with a cohesive look, voice, and tone. The creative team produced targeted digital ads on both Google and social media, focusing on key zip codes to direct users to landing pages with sign-up options for ongoing updates.
Print materials played a vital role in reaching individuals without reliable internet access. These included informational flyers for healthcare providers to distribute, and a custom-designed pregnancy handbook, that served as both an educational tool and a personal journal. The handbook provided expecting mothers with a supportive, goal-oriented milestones, as well as resources that could be used throughout pregnancy.
Conclusion
Through intentional research, culturally informed design, and multi-channel outreach, we helped PHDMC successfully amplify the EveryOne Reach One campaign. The result was a consistent and accessible message that empowered expecting mothers with the tools and knowledge needed for a healthy pregnancy, no matter their background or means of access. The campaign’s impact continues to be felt as more women engage with the resources and support systems designed to give every baby the chance for a long, healthy life.
