Black History Month - Health & Wellness

Target Audience: Hillsborough County students, current riders, and general community

Strategy Objective:The HART "Black Health & Wellness" campaign targeted students and the community about African Americans who have changed history in health. The theme for 2022 was "Black Health and Wellness" which explored the ingenuity, inequality, and importance of activities that Black communities have experienced to stay healthy in history and today. The on-site presentation took students around a specially wrapped bus and utilized engaging hands-on learning tools such as trivia games and Q&A to improve their understanding of the history, support independent thinking, and encourage teamwork. While student presentations were the primary tactic, the campaign also featured social media, radio, print and digital advertising. HART also partnered with the County to hold a health and wellness event.

Situation Challenge: "HART Black History - Black Health & Wellness" was a community outreach campaign to educate the community about black Americans changing history. The theme for 2022 was "Black Health and Wellness" which explored the ingenuity, inequality, and importance of activities that Black communities have experienced to stay healthy in history and today. The primary focus of this campaign was a specially-wrapped bus featuring local and national black pioneers in health. Students would be quizzed on the pioneers in fun, interactive games. The challenge this year was in rolling out a campaign that was heavily focused on community outreach with a target audience (school system) that was still impacted by the effects of COVID.

Results Impact: HART staff presented at 15 different schools, reaching an estimated 2,500 elementary, middle, and high school students. Staff covered roughly 75% of the HART service area with student presentations. The campaign received over 28,000 impressions on HART's social channels.

Why Submit: "HART Black History - Black Health & Wellness" was a community outreach campaign to educate about black Americans changing history. The theme for 2022 was "Black Health and Wellness" which explored the ingenuity, inequality, and importance of activities that Black communities have experienced to stay healthy in history and today. The campaign should win an AdWheel because we believe it takes a different look at the relationship between transit & Black History Month, highlighting black pioneers in the health field and the importance of health and wellness in the black community. Basing the campaign around the specially wrapped Black Health and Wellness bus created an excellent opportunity to get over two thousand children throughout the month on the bus, interacting with our service.