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RHDAustralia
> LANDING PAGE
> SOCIAL MEDIA ADS
A campaign landing page and social ads to help build health literacy in remote Australia communities
Overview
RHDAustralia has a mission to work alongside Aboriginal and Torres Strait Islander peoples, and other at-risk populations, to reduce acute rheumatic fever (ARF) and rheumatic heart disease (RHD) in Australia.
Recently, RHD has had a shift in strategy to focus on building health literacy in remote Australia communities.
The core goal is to empower Aboriginal and Torres Strait Islander communities by providing education and resources that are culturally appropriate, and created in consultation with communities and people living with ARF and RHD.
The approach
To support this strategy and get those messages out into communities, Captovate developed a landing page for RHD to educate people about ARF and RHD.
Analytics show that people in remote communities predominantly use mobile phones to access the internet, so we designed the landing page from a mobile-first approach.
Understanding ARF and RHD and how they connect with each other can be complex. So, we worked with content experts at RHDAustralia to determine what the key messages were and how we could make them digestible to non-health clinician audiences.
Approach to community engagement
The landing page is visually rich, using graphics and iconography to communicate key messages around causes, symptoms, prevention and support. The written content is accessible to people of all literacy levels, and we have intentionally excluded medical jargon which will lose audience engagement.
The next stage of this project will focus on promoting the landing page to communities. We will use Facebook advertising to target remote communities in the NT, WA and QLD, and demographic targeting to capture younger people who have a higher risk of developing ARF.
Infographics will be used to highlight key messages, which will intertwine with stories of people with lived experiences and reinforce the importance of connecting to culture to improve health and well being, and ultimately stay strong.
"Thank you for supporting us through the transition of the RHDAustralia website. It was important for us that our website reflected our new scope of work, and we are very grateful that this could occur in such an efficient manner. Thank you for the time and resources you provided us to enable this transition. Tom was incredibly helpful, and responded promptly to our many questions/requests."
Maddison Sims - Menzies School of Health Research
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