akasha solis | brand strategist
The CUNY School of Medicine
The CUNY School of Medicine, (aka CUNYMed) has a 48-year old history of recruiting students from marginalized communities. They aim to produce highly-educated, highly-skilled medical practitioners that will go on to provide quality health services to historically underserved communities.
What was this project?
A branding and development campaign to help raise awareness for CUNYMed's impact, in order to aide in fundraising.
CUNYMed has the tools for success. Let's make our community more aware of its dedication to serving the underserved and increasing population health.
Make everybody at CUNYMed feel supported. We need the community to give.
Business Objective
Prioritize building brand awareness and brand reputation to increase donations given to the college, and making that money meaningful.
Communications Objective
Position CUNYMed as an authority figure in the healthcare field. Generate awareness on CUNYMed's impact on the NYC area. sisajaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
My three principles were at the forefront of my mind on how to build out CUNYMed's community-based development.
Evaluate the needs of the individual.
Interpret the sense of inclusivity in the healthcare system.
Amplify the power of this community.
A guiding message from our client
Dr. Carmen Green
Dean of the CUNY School of Medicine
"BIPOC communities are disproportionately impacted by the healthcare pitfalls. CUNYMed is actively correcting these issues, trying to be the lighthouse on the hill that everyone else looks up to."
This informed my...
Three Research Objectives
Understand
CUNYMed and its impact
on the NYC community
Analyze the lack of inclusivity
of healthcare
in the USA
Gain insight on
why individuals within NYC would donate
The CUNY School of Medicine
has enrolled and trained culturally diverse medical school graduates at a rate of 3X more than other U.S. medical schools.
and...
encourages its students to give back to their community post-graduate and during their time in the program.
"There's a primary care physician shortage."
Dr. Marthe Gold
CUNYMed professor and former chair of the Department of Community Health and Social Medicine
"There is a healthcare crisis happening within our own schools. There is a lack of primary care physicians within marginalized communities."
A lack of primary care physicians in marginalized communities is no coincidence. Structural racism is at the forefront of this public health issue.
This detrimentally affects the total population health of these individuals, leading into a bigger problem of a community health decline.
We listened to our client, but we wanted to confirm that CUNYMed's focus is right.
So we asked our NYC residents what they wanted in a primary care physician, what they feel about doctors, and about the lack of inclusivity in healthcare.
Here's what we found.
Representation is key
Diversity and inclusivity in the healthcare system are a priority for our respondents.
Cultural relatability
77% of our respondents prefer a doctor with the same shared cultural background. They would would wait longer for an appointment available with said doctor.
Empathy as a resource
Respondents want to feel seen and empathized with by their primary care doctor.
Lack of trust
55% of our respondents had a Primary Care Provider (PCP). Meaning only half of our respondents have a PCP they entrust their health to.
Competition?
There is none, yet, they are everywhere. In terms of category, there is no comparison. CUNYMed is the only school out there doing this work.
Now that we've established CUNYMed is unique in its position, who is our target?
Gen X NYers
Income Level: 150k a year
"New York Strong" residents, have a deep love for their city.
Care about the future of its residents.
Have a call to donate, but only if they know their money will make an impact.
Why should our Gen X donors support the CUNYMed community?
Dr. Noel Manyindo,
associate medical professor & chair of
community health & social medicine
"We train our students around population health, health equity, looking at the US health policy and how the US health system works. Politics tie directly into medicine and how these underserved communities are treated in medical care."
Ariel Rojas,
founder & CEO of transdiaspora network
assistant director of acacia network
"Culture is helping you inform your interactions with the people around you. People will interpret the culture of health by portraying things that are important to them, that align with how they see their communities. Therefore, representation through media is crucial."
Dee Dee Mozeleski,
VP office of institutional advancement
executive direct of foundation for CCNY senior advisor to the CCNY president
"For every gift I get from someone who loves our mission, someone else tells me they are giving because they have to. So it's always a different result. But every gift has the power to change a place, and that's important."
Not just about the money.
Our motivating insight wasn't money-driven. It was about the health of NYC. It was about the collective health of a city with so many differences, and when we join together as a community we are able to make great change.
New York City's net worth
is the total health of its people.
Human Driven Insight
Our Campaign Message
We felt it was important to highlight the diversity and community within NYC.
NYC is about passion.
With CUNYMed, NYC will achieve ultimate population health together.
The Campaign:
New York, The CUNY School of Medicine has an urgent message for you.
Finally, our campaign was born.
#KeepNewYorkGoing
DOOH, OOH in our NYC community
Strategically placed in commuter heavy areas of NYC. Messaging and imagery showing the culture and diversity that naturally embodies New York City.
Measurements of Success
Rally
Motivate and inspire donors to connect with and learn about CUNYMed.
Influence
Demonstrate the impact donors will have on NYC by investing in CUNYMed.
Action
Convince donors to take advantage of a one of a kind opportunity to make impact with CUNYMed.