AdventHealth and Heart of Florida United Way
Welcome to our online portfolio showcasing our collaboration with AdventHealth and Heart of Florida United Way in adapting the “Be a Mindleader” campaign for the Hispanic market! Dive into the fascinating journey behind this transformation and discover the inception of “Lidera ConscienteMENTE,” strategically designed to deeply resonate with the Hispanic community, with BOLD playing a pivotal role in this endeavor.
Who are AdventHealth and Heart of Florida United Way?
AdventHealth and Heart of Florida United Way are two nonprofit organizations united by their passion for service and community well-being. AdventHealth is one of the leading nonprofit protestant healthcare providers. At the same time, Heart of Florida United Way is dedicated to addressing the most pressing challenges of the Central Florida community in collaboration with other companies and organizations.
Unveiling Challenges: The Vision of Transformation
AdventHealth and Heart of Florida United Way approached us with a strategic challenge: To adapt the “Be a Mindleader” campaign, initially targeted at the general market in Central Florida, to resonate with the Hispanic community. This initiative aimed to raise awareness about mental health in this community, foster meaningful conversations, and contribute to dismantling cultural stigmas associated with the topic.
How Did BOLD Help?
Our Creative Voyage
Discovery Phase
We engaged in conversations with AdventHealth and Heart of Florida United Way to understand the need for this campaign and identify their main challenges and opportunities.
Analysis and Focus Groups
To explore the landscape of opportunities, we conducted a series of focus groups with the Hispanic audience to understand their relationship with mental health and establish their willingness to engage.
Strategy Development
Based on a deep analysis of the target audience's relationship with mental health, we crafted a strategy aligned with AdventHealth and Heart of Florida United Way's objectives, focusing on Hispanic millennials.
Campaign Adaptation
We examined the content and website to create a message and visual aesthetic that would resonate with our target audience and generate positive impact.
Discovery Phase
We engaged in conversations with AdventHealth and Heart of Florida United Way to understand the need for this campaign and identify their main challenges and opportunities.
Analysis and Focus Groups
To explore the landscape of opportunities, we conducted a series of focus groups with the Hispanic audience to understand their relationship with mental health and establish their willingness to engage.
Strategy Development
Based on a deep analysis of the target audience's relationship with mental health, we crafted a strategy aligned with AdventHealth and Heart of Florida United Way's objectives, focusing on Hispanic millennials.
Campaign Adaptation
We examined the content and website to create a message and visual aesthetic that would resonate with our target audience and generate positive impact.
The Grand Reveal
With a clear understanding of our audience, we brought “Lidera ConscienteMENTE” to life, a campaign specifically designed for the Hispanic market. This adaptation involved transcreating key content to communicate our messages effectively. We maintained the central objective of the campaign, with a twist to connect with Hispanic millennials.
Crafting a Unified Vision
Campaign Naming
We developed a name that captured the campaign’s purpose and resonated with the Hispanic market.
Messaging Strategy Development and Audience Definition
We crafted key messages, slogans, and call-to-actions, aligned with the goals, and tailored to the new audience.
Creation of Social Media and Blog Content
We generated content tailored to Hispanic millennials, addressing topics related to the campaign’s primary objective of raising awareness about mental health and dismantling related stigmas.
Transcreation of Graphic Assets and Website Localization
Through gallery curation, we suggested an image bank suitable for the audience and applicable to various dissemination formats.
Project Impact
We are partnered with AdventHealth and Heart of Florida United Way to positively impact the Hispanic audience by creating safe spaces for open conversations about mental health. Our goal is to highlight the importance of mental health awareness and visibility to prevent harm in future generations.
Additionally, we will highlight the strategic alliance between AdventHealth and Heart of Florida United Way as organizations dedicated to community well-being and development.
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