CARE CONNECT
Health Matters is a culturally informed public health campaign designed to strengthen trust, accessibility, and engagement between healthcare services and Black communities across Coventry. Developed in partnership with community organisations, the project uses culturally relevant storytelling to improve how critical health information is understood, received, and acted upon.
Synopsis
Public Health Communication Built on Trust
Ordinary Shoes Developed alongside local support organisations and sponsored by Coventry City Council, Health Matters delivered culturally sensitive public health messaging focused on tuberculosis awareness, oral health, and vaccination uptake. Using community-centred storytelling, the campaign improved accessibility, strengthened trust, and increased engagement between healthcare initiatives and minority communities.
Watch The Trailer
Experience the visual journey.
The Story Behind
Building Trust Through Representation
Many public health campaigns struggle to connect with underserved communities due to cultural disconnect and limited trust. Health Matters was created to bridge this gap through relatable storytelling, culturally aware messaging, and collaborative engagement with local minority organisations and community stakeholders.
The Challenge
Making Healthcare Messaging Accessible
Public health communication often fails to reach minority communities in ways that feel relevant, trusted, or culturally sensitive. The project needed to simplify complex health information while overcoming barriers around accessibility, representation, and long-standing mistrust within underserved audiences.
Our Approach
Community-Led Health Communication
The campaign combined culturally informed storytelling with strategic community engagement to deliver accessible health education content. Working alongside local organisations ensured messaging remained authentic, relatable, and impactful while increasing participation in wider public health awareness initiatives.
Real World Impact
Measuring the ripple effect of storytelling.
100k+
Generated strong digital engagement across multiple public health awareness campaigns.
Community Outreach Integration
Used as educational screening material during grassroots health engagement initiatives
Strengthened Public Health Trust
Improved accessibility and engagement between healthcare messaging and minority communities.
Made possible with support from
GALLERY
Bringing the story to life
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