The Definition 6 PR Services Group teamed up with longtime partner American Heart Association to deliver both a thought leadership message and a consumer call to action around the disproportionate impact of COVID-19 on blacks, Latinos, and rural populations.
Leveraging key brand messages, internal research, and sourced data, our team crafted a strategic media pitch on the complex issues of healthcare inequity, race and the impact of COVID-19, in order to organically introduce the American Heart Association’s call to action around social determinants of health and improving heart health.
The approach included layered outreach, which focused on national, regional, local, and digital TV and radio outlets and targeted major metros with a high volume of COVID-19 cases and largely rural regions with high per capita cases.
To deliver this multi-media, bilingual media campaign, we tapped two prominent spokespeople: the 18th Surgeon General of the United States, Dr. Regina Benjamin, and American Heart Association Chief Medical Officer Eduardo Sanchez, MD. The campaign included a virtual media tour, engaging media across the country in live 3-7 minute interviews, as well as the national distribution of three scripted audio and video segments.
Engage in the discussion around the disproportionate impact of COVID-19 on black, Latino and rural populations
Position American Heart Association as a thought leader in understanding and addressing health disparities in under resourced communities
Educate the public on social determinants of health and provide actionable takeaways for improved heart health
The team leveraged multiple tactics from our suite of Remote PR Services, requiring no in-person contact or travel, while delivering the same outstanding results.
The DEFINITION 6 media team booked 51 interviews across multiple platforms including broadcast TV, radio, and digital channels in two languages. The interviews were pitched, booked, and coordinated within a total of five days, and the team produced over 10 hours of interviews.
MEDIA CAMPAIGN INCLUDED:
Audio & Video Scripting
Campaign Tracking & Measurement
Editing & Production
Interview Booking & Coordination
Media Advisory Development
Media Strategy and Planning
Media Tour Coordination