In June 2021, the Philadelphia Department of Public Health launched “What’s Your Pressure?” – a summer campaign focused on addressing the high rates of hypertension among African American men between 25-55 years old in Philadelphia and shifting the communal thinking necessary to change health indicators.
42% of black men have high blood pressure. When left uncontrolled, hypertension can increase the chances of kidney disease, heart disease, heart failure, and stroke, which can begin to show up in a person’s 30s.
These illnesses can be avoided or treated by finding a trusted healthcare provider and partnering together to take control of your health – and “What’s Your Pressure?” looks to amplify this message. The campaign centered on the personal stories of four (4) African American men in Philadelphia who have battled hypertension and its health ramifications. The stories, told in various settings as :30 video, include one man sharing the importance of establishing a relationship with a trusted health provider; another who stresses how critical it is to ask questions and demand answers from health providers; a third who touts the importance of early testing and addressing health issues head on; and the fourth man who emphasizes the power of researching, understanding, and taking full control of your health.
The collection of :30 videos were amplified through a social and digital media strategy that included Facebook, Instagram, and YouTube. Additionally, Brownstone put static graphics in rotation to further inform and engage audiences. Brownstone was responsible for budget allocation per platform.
The results:
- Facebook: Combined Reach of 348,908 and Combined Impressions of 402,999; 51.7% of individuals responded to the call to action.
- Instagram: Combined Reach of 277,430 and Combined Impressions of 312,663; 60.2% of individuals responded to the call to action.
- YouTube: Combined Reach of 313,992 and Combined Impressions of 317,888; 42.1% of individuals responded to the call to action.
On a grassroots level, the campaign included a barbershop tour where Department of Public Health leaders and barbershop owners hosted open and honest discussions about guidelines for what “healthy” blood pressure numbers look like, shared strategies for men to have these informed health conversations with their doctors, and dialogued about the long history of structural injustices and barriers that men must overcome in this current health landscape.
