The idea driving this work was to address persistent racial health disparities by meeting Black communities where they already are - through trusted DJ personalities and healthcare experts. Black Americans experience significantly worse health outcomes than other racial and ethnic groups, including higher rates of chronic conditions such as hypertension and diabetes, increased deaths from common cancers, and disproportionate infant and maternal mortality. In Northeast Ohio, these inequities are particularly severe, with Black residents experiencing the lowest average life expectancy in the region.
University Hospitals set out to confront these disparities by partnering with Radio One on Black Health 365, a culturally relevant health education initiative designed to build trust, increase awareness, and empower informed health decisions. The goal was not only to share information, but to do so in a way that resonated authentically with the Black community.
Specific goals included delivering accessible, credible health content through trusted local urban radio stations WZAK and WENZ; connecting UH providers with well-known radio personalities to extend reach and engagement; and focusing on health conditions that disproportionately impact Black individuals. The messaging led by a trusted, Cleveland-born Black physician, reinforcing credibility and relatability. Ultimately, the initiative aimed to increase awareness, reduce barriers to care, and strengthen UH’s role as a committed partner in advancing health equity in Northeast Ohio.
We brought this project to life by starting with a clear goal: deliver trusted, culturally relevant health information to Black communities in Northeast Ohio in a way that feels authentic, accessible, and actionable. Our plan of action centered on meeting people where they already are - through trusted Black media - and leveraging voices they already know and trust.
Plan of Action
We began by identifying the most effective communication channels for reaching Black adults, particularly those facing higher health risks and barriers to care. Research consistently showed that Black media outperforms mainstream media in relevance, trust, and engagement. With this insight, we formed a strategic partnership between University Hospitals and Radio One, aligning University Hospitals’ long-standing mission of equitable care with Radio One’s deep community roots. The Black Health 365 platform became the foundation for year-round, consistent health messaging rather than one-off campaigns.
Execution and Key Features
Execution focused on integrating credible medical expertise into engaging radio and digital content. Through WZAK and WENZ - Cleveland’s leading urban radio stations - we connected University Hospitals’ medical professionals with popular on-air personalities. This approach allowed complex health topics to be discussed in a conversational, relatable way. Key features included myth-busting segments, prevention tips, guidance on navigating healthcare services, and calls to action that encouraged listeners to prioritize their well-being. The campaign extended beyond radio to social and digital platforms, amplifying reach to more than 400,000 followers and hundreds of thousands of weekly listeners.
Challenges and How We Overcame Them
One of the biggest challenges was addressing medical mistrust while avoiding clinical or impersonal messaging. We overcame this by centering authenticity - using trusted radio voices, culturally resonant language, and real community concerns. Another challenge was translating medical information into clear, actionable steps without oversimplifying. Collaboration between healthcare professionals and media talent ensured accuracy while keeping content engaging and easy to understand. Finally, coordinating messaging across multiple platforms required consistency; this was solved through shared planning, clear objectives, and ongoing communication between partners.
What Makes This Work Unique
What sets this project apart is its intentional use of Black media as a health equity tool, not just an advertising channel. By embedding health education into trusted community platforms year-round, the initiative moves beyond awareness to empowerment. The partnership demonstrates how healthcare institutions and Black-owned media can work together to create lasting impact - building trust, improving health literacy, and supporting better outcomes for the community.
Our primary objective was to increase awareness of critical health topics among Black communities in Northeast Ohio while driving meaningful engagement in preventive care. The results demonstrate that these goals were met—and exceeded—through a strategic, multi-channel partnership that combined trusted media voices with accessible digital pathways to care.
From a reach and awareness standpoint, the campaign delivered significant scale, generating close to 8 million impressions across social, display, streaming, and radio platforms in 2025.. Social alone drove over 4.8 million impressions and nearly 34,000 clicks, confirming strong resonance with the target audience. Radio messaging further reinforced awareness, delivering nearly 64,000 messages through trusted stations, while streaming and display extended reach to digitally engaged audiences.
Importantly, awareness translated into action. The campaign drove 3,978 appointments scheduled in 2025, of which 514 were new patient visits. Since the launch of the program in 2023, over 11,800 appointments have been scheduled. Primary care, pediatrics, and OB/GYN appointments represented a substantial portion of engagement, directly aligning with the initiative’s goal of encouraging early intervention and routine care. High-performing topics such as cancer care, health and wellness, pediatric specialty care, and heart health underscore the relevance and impact of the content.
We consider this effort a success because it combined scale, relevance, and measurable outcomes. By meeting audiences where they are and connecting education directly to appointment access, the campaign advanced health equity goals while delivering tangible improvements in preventive care engagement across the community.
