Helping Coloradoans Own Their Health With the sole mission of promoting health awareness and encouraging individuals to assume responsibility for their own health, 9Health Fair has helped save thousands of lives by providing free and low-cost health awareness and educational screenings to Coloradoans statewide.

• More than 19,000 healthcare and civic volunteers provide their time and expertise to operate 9Health Fairs

• 150 locations in communities large and small across the state of Colorado • More than 80,000 people participate each year • Blood chemistry screening, health education and referral services are offered• It has been lauded as an annual “celebration of wellness” throughout the state• Broad visibility reminds even those who do not attend to “Own Your Health”• Since its inception in 1979, 9Health Fair has impacted over 1.7 million individuals.

What Is 9Health Fair?

What Is 9Health Fair?Programs The four primary programs of the 9Health Fair, a nonprofit, 501(c)(3),

charitable organization

A volunteer-run Community health fair program for people 18 and older that offers free and low cost health screenings and education Audience Reached: General population – Average age 54; 60% female

A student-run In the Classroom program for students K-12 where students teach their fellow students about healthy choices through activities and education Audience Reached: School aged children; approximately 50 schools in 18 districts in CO

A volunteer-run Family 9Health Fair designed to help families take charge of their health Audience Reached: Hispanic/Latino

9Health – An on-air and online year-round health information and tips Audience Reached: 9News viewers

9Health Fair Impacts Lives - 2012

19,000 individuals volunteered

74,000 individuals participated at 150 locations

70,000 participants had the Blood Chemistry screening

33,000 had a Blood Cell Count screening

18,000 had a PSA screening

18,000 took advantage of Vitamin D blood screening

18,000 chose Hemoglobin A1C

9Health Fair Impacts Lives - 2012

3,700 utilized take-home Colon Cancer Screening Kits

1,800 women received Pap smears

3,000 participants received a finger stick glucose screening 3,400 individuals received critical or alert follow up calls

within 72 hours

2,277 free blood work vouchers were utilized by underserved communities

9Health Fair is NOT 9News

≠.

Goals

• We started with 700 Facebook friends• Received a grant from the Colorado Trust to

build public will around access to health for Colorado– Incite conversation; engage our constituents in

this dialogue• Promote health awareness and people

attending 9Health Fair

Create a persona

Tone of conversation Started pretty clinical– Medically sound information approved by 9HF Health and Wellness Department

Tried more edgy content and current events Currently we think we are edgy with a casual tone

Show behind the scenes of 9Health FairPhotos of our lunchVolunteers in the officeBroncos colors

Share about things that we all share in common BroncosColorful fall leaves

Mix casual/edgy with company messaging (60/40)

An Early Attempt …

After Creating a Persona and Trust …

Facebook Examples

Facebook Examples

Increase Facebook LikesMade Requests

Doubled our likes in 6 months and kept steady growth to about 2,400Enewsletters (9Health Fair and Volunteer Voices)WebsiteBlogMonthly spot on 9News

Strategically coordinated all messages to support each otherBlog, 9Health Page, Website, on-air spots

QR code, events – (experiment, live and learn)

Increase Facebook Likes

Engaged staff Moderate success – still working on it

Used 9News

On the monthly spot9News Facebook page – 99,000 likesContests on 9News FB

Integrate social media into daily communication practices

Facebook contest to Name the blogFacebook used to recruit volunteersFacebook flyers posted at fairs around the state

Colorado Trust Message

Facebook Uses

Engage FansEngage our fans

Process of trial and error Started by sharing Colorado Trust Message and asked about health care in Colorado

Did not elicit commentsWe had not built a relationship

Back tracked - Start with easy stuff

Build trust – asking more surface level questions Moved to sharing Trust messaging, but didn’t ask for personal sharesWaited for people to share personal stories; then we could ask questionsKeep a balance of easy questions and more personal information We want our friends to talk to each other (working towards this slowly)

Engage FansGet comments started – then people share

StaffVolunteers

Education101 facts about 9HF – Did you know?

Reached out to our closest friends – our volunteersWhy do you volunteerShare your photosRequest them to tell friends and family to like usRequest comments on our page

Engage FansPhotos!

Posting photos of nearly anything worksPhoto gallery of volunteers

Edgy, current news stories related or unrelated to our message

Related worked much better

9HF specific comments/questionsWhere is the 9Health Fair near me, etc.

Progressive Approach

Moving Forward

• From our learning, especially during fair season, we found that Share Graphics are effective because of the assistance from 9NEWS. We will use the Share Graphics again this fair season.

Moving Forward

• Google Maps are effective in directing participants to fairs within their area. We will create a Google Map again this fair season.

Moving Forward

• We have created a Social Media Team, combining staff members from 9HealthFair and 9NEWS. This will help us in our future to cross promote on both social media platforms.

• We will also continue posting photos of volunteers and participants in hopes for increase conversation.