Connecting medical providers with change-driving trauma informed care.

Overview

Connecting medical providers with change-driving trauma informed care.

California Surgeon General Dr. Nadine Burke Harris entered office in 2019 with high aspirations to change the healthcare landscape as we know it today. The ACEs Aware Initiative seeks to reduce adverse childhood experiences (ACEs) and toxic stress in half in a single generation. Part of the work of this initiative is to train medical providers to screen their patients for ACEs so they can lead with trauma-informed care. The challenge, however, is enticing medical providers to take the training using social media.

With the goal to cut ACEs and toxic stress and in half in the next generation, Dr. Harris needed a way to rally providers to take the ACEs training and become certified in trauma informed care.

Approach

We knew physicians are inundated with messages from pharmaceutical companies, technology companies, and Continuing Medical Education courses, which meant it was imperative for the visual representations of the ACEs Aware content to create some noise within the arena.

That’s where the ACEs Aware campaign came in. The campaign uses eye-catching graphics to provoke conversation about ACEs and show providers how trauma informed care can make positive change for communities to live happier, healthier lives. The campaign connects directly with providers to incentivize them to incorporate trauma informed care, moving ACEs and ACEs screening from a stigmatized mental health issue to a widely understood public health initiative.

+25%

Increase in followers across all social media platforms. This also included a 15% increase in impressions on X (formerly Twitter), and a 78% increase in engagements on Facebook.

315,000

Screenings between January – September 2020

Overview