Challenge
The ACEs Aware Initiative, led by California Surgeon General Dr. Nadine Burke Harris, aimed to reduce adverse childhood experiences (ACEs) and toxic stress by half in a single generation. A key part of this ambitious goal required medical providers to complete training on screening patients for ACEs and providing trauma-informed care. However, getting busy medical professionals to prioritize this training presented a significant hurdle.
When the campaign launched, the existing social media accounts lacked a clear visual identity and struggled to break through the noise of pharmaceutical companies, technology firms, and continuing education courses competing for providers’ attention.
Approach
Our team began with in-depth conversations with the Office of the Surgeon General to understand the key messages being shared across ACEs Aware social channels. We learned about trauma-informed care practices, how they change patient treatment plans, and the hesitations providers had about implementing ACEs screening.
Our research revealed two crucial insights:
- While ACEs and toxic stress are complex, heavy topics, our messaging needed to center on resilience and hope rather than trauma.
- To stand out in a crowded field, the ACEs Aware social feeds needed a distinctive visual identity that would stop medical professionals from scrolling past.
We developed a concept that transformed ACEs Aware social media into a work of abstract art, reflecting that although ACEs can feel like an abstract concept, healing and beauty can still emerge. The campaign used vibrant visuals and targeted messaging to reposition ACEs screening from a stigmatized mental health issue to a widely understood public health initiative.
Results
In just six weeks after launching the new social identity:
- 25% increase in followers across all social platforms
- 78% increase in Facebook engagements
- 15% increase in Twitter impressions
- 315,000 screenings conducted between January-September 2020
By creating a distinctive visual language that resonated with medical professionals, we helped ACEs Aware cut through the noise and motivate providers to take action, ultimately contributing to healthier communities across California.
