HRSA

Health Resources and Services Administration is the primary Federal agency for achieving health equity through access to quality services, a skilled health workforce and innovative programs.
Behavior Change Challenge

Logo Design

Web Design

Print


Challenges

  • Had to increase awareness about the 30-million word gap that affects U.S. children in lower-income families.
  • Needed to find contestants who’d create, test, and deploy a solution to help parents and caregivers engage more fully with infants and young children. 

Constraints

  • Challenge became more risk averse after a public mention by President Obama increased its visibility. 
  • Required going through lengthy public communications approval process within HRSA. 
  • Had to balance website creativity and ease of use with government regulatory compliance. 

Solution

  • Worked extensively with HRSA Office of Communications to craft talking points for the earned media strategy.
  • Developed a robust editorial calendar of outreach activities months before contest launch.
  • Provided media training for the Challenge’s official spokespersons.
  • Designed and managed a three-phase Challenge, from proposal, through small-scale testing, to adoption. 
  • Created contest design parameters, Challenge rules, prize value, judging criteria, submission format and intellectual property recommendations.
  • Facilitated contest submission review process. 

Results

  • Received high-quality submissions in Phase 1 of the competition. Winners will be announced in March of 2016.
  • Prompted 3000+ social media mentions and 100+ blog posts on the “word gap” during Phase 1 of the Challenge. 
  • Development and small-scale testing will occur from March to August in 2016.
  • Scaling will happen from September 2016 to March 2017.
  • Visit http://www.wordgapchallenge.hrsa.gov/ for more details.