5 Proven Strategies to Elevate Your Health Equity Messaging
Imagine waking up every day knowing that no matter how hard you work, the odds are stacked against you. Not because of anything you’ve done, but because of where you live. The only grocery store nearby is a corner shop with barely any fresh produce. Your job doesn't offer health insurance, and the nearest doctor’s office is miles away with no reliable transportation to get there.
This is the reality for millions of low-income Americans. Despite their strength and determination, they are held back by forces beyond their control—social determinants of health (SDOH). These invisible barriers determine whether a community thrives or suffers, and for too many, they have built a wall around even the most basic care. But what if we could break through that wall? What if our health messages didn’t just tell people what to do, but instead understood why they can’t?
At Buoyant, we believe in changing the narrative through health equity messaging rooted in empathy, understanding, and cultural competence. We’ve seen the power of this approach firsthand. Through our health equity work with Corewell Health, we told the story of LaShonda, a sixth-grade teacher and new mother whose struggle with postpartum pre-eclampsia was compounded by food deserts and childcare challenges.
LaShonda’s story doesn't just show the barriers—it centers her voice, highlighting her strengths as a mother, her contributions as a teacher, and her role in the community. Only by first understanding her lived experience can we truly grasp the devastating impact of her life stresses and begin to offer solutions that resonate and make a real difference.
But how do we craft such messaging? Here are five proven strategies we use at Buoyant to shape health equity campaigns that drive lasting impact:
1. Focus on the Whole Person, Not Just the Symptoms
Effective health messaging recognizes that health is holistic. It’s not enough to tell someone to “eat better” if their local store doesn’t carry fresh produce. Campaigns must address the social conditions that impact health. So instead, design a campaign that provides resources for affordable, nutritious meals using items found in local convenience stores.
In our work with “No Kid Hungry,” we featured videos of families struggling with food insecurity, highlighting their daily lives while showing how access to healthy food transforms not just their diets but their overall well-being.
2. Leverage Community-Led Storytelling
People connect with stories that reflect their own experiences. By featuring local voices and lived experiences, health campaigns become more relatable and trustworthy. Community-driven storytelling builds trust, engages audiences, and helps drive action.
In our Momentum Fund campaign, we spotlighted an Indigenous community whose sustainable agricultural practices ensured food security. By framing their health interventions as both culturally rooted and self-sufficient, the campaign inspired action within the community, ensuring a message of empowerment.
3. Meet Communities Where They Are—Physically and Culturally
To be effective, health campaigns must meet people where they are, both geographically and culturally. For instance, in places with low internet access, relying on digital outreach alone can be ineffective. By using a mix of local radio, print materials, and partnerships with trusted community organizations, you can ensure the message reaches the intended audience.
Buoyant’s health equity strategies rely heavily on community partnerships like community centers and churches. These places are trusted, familiar, and integral to people’s lives, giving the health messages credibility and impact.
4. Incorporate Cultural Nuances and Tailored Solutions
Cultural competence is about more than language—it’s about understanding the values, struggles, and histories of the communities you’re serving. Addressing cultural nuances helps reduce the skepticism or mistrust many communities have toward healthcare systems. Acknowledging historical trauma or systemic inequality can make a campaign more empathetic and effective.
In our health equity campaigns, we make sure to frame healthcare interventions as "empowering" rather than “corrective.” This shift reframes the narrative from one of deficit to one of strength, creating more positive engagement.
5. Make the Message Actionable and Practical
To drive lasting impact, your messaging must provide clear, actionable steps. It's not enough to just raise awareness. Your campaign needs to offer solutions that people can implement in their daily lives. Provide resources, guides, and tangible tips that are realistic.
For example, in a healthy eating campaign, don’t just tell families that healthy food is important; provide recipes and meal planning tips that can be made from what is actually accessible in their neighborhoods. Actionable advice empowers communities to take immediate steps toward improving their health.
Craft Health Equity Messages That Drive Change
The daily struggles of millions of Americans reveal deeper insights into how social determinants of health shape not just their health, but their entire lives. These aren’t just health problems—they are life problems, shaped by social determinants of health. That’s why simply telling people what to do isn’t enough. We must understand their struggles, meet them where they are, and craft health equity messages that reflect the reality of their lives.
At Buoyant, we believe in the power of storytelling to inform, inspire, and empower. Our culturally competent campaigns give voice to those too often overlooked, driving meaningful action that goes beyond delivering information. Let’s work together to break through barriers and build a future where every person has the opportunity to thrive. Reach out to us today, and let’s start shaping the change your community needs.
