According to the 2018 America’s Health Rankings report by the United Health Foundation, the state of Louisiana ranked as the least healthiest state in the nation. With factors like smoking, obesity, mental distress, and diabetes plaguing communities in Louisiana, the Franciscan Missionaries of Our Lady Health System—the largest health system in Louisiana and healthcare provider for more than half the state’s population—set out to solve this problem.
Today, medical science has shown us that health isn’t just diet and exercise. It’s everything that makes up life, from socializing to positivity to self-care. Health Esteem shows people that small, daily changes could go a long way for their health. Health Esteem is how your everyday mindset, routine, and influences affect how you feel about your health.
We built a community with honest, relatable advice on emotional, social, and mental well-being that had no restrictions. The Health Esteem campaign gave Louisianans the tools they needed to take small steps to healthier lifestyles.
The goal of the Health Esteem campaign is to create a movement amongst Louisianans by encouraging small, daily changes while also increasing brand preference for the Franciscan Missionaries of Our Lady Health System.
We started by creating the Health Esteem Index. We surveyed 2,000 Louisiana residents to better understand specifically how they viewed their health and happiness. We found that many Louisianans don’t know where to start when trying to improve their health:
63% say being healthy means having to make big lifestyle changes
More than two in five (44%) said building small, positive habits is difficult for them
About one-third of Louisianans said being healthy feels out of reach to them
Lack of personal motivation is the top barrier to participating in health activities
This informed our campaign further and allowed us to create a multi-channel approach to achieve our goals. Leading with paid social and influencer marketing, all traffic for the campaign was directed to the Health Esteem landing page and web app, which gave Louisianans easy-to-understand tips and tricks to living healthier lives. The Health Esteem platform was integrated across all channels – from TV to Print, OOH, paid media, social media, digital, internal communications, and influencer marketing.
The Health Esteem campaign successfully achieved the following results across FMOLHS’s four key markets in Louisiana (Baton Rouge, Monroe, Lafayette, Bogalusa):
5,570,390 paid impressions on Instagram
181,589 impressions from Louisiana-based Instagram influencers
44,035 engagements across Health Esteem Instagram content and Instagram influencers
6.4% engagement rate on Instagram