Corewell Health

Project Overview

Buoyant collaborated with Corewell Health to develop a compelling campaign called “We Can Close the Gap,” to tell a powerful story that would engage and inspire funders to support Corewell Health’s mission of advancing maternal health equity.

The cross-promotional campaign integrated video, web, and print elements, all designed to highlight the urgent need for change and showcase the tangible solutions Corewell Health is implementing to address maternal health disparities.

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The Challenge

In Michigan, racial and ethnic minorities, residents of rural communities and individuals living in poverty are at higher risk for poor health outcomes. Maternal mortality among Black women is double that of White women, while Black and Native infant mortality rates are three times higher than those of White infants. Despite the fact that over 80% of maternal deaths are preventable, these inequities persist due to systemic issues in healthcare. Corewell Health sought to address these gaps, but to do so, they needed the support of funders to drive systemic transformation.

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The Process

Buoyant partnered with Corewell Health to conceptualize and implement a campaign called "We Can Close the Gap" targeting large donors. Buoyant spent a couple of months interviewing internal stakeholders to develop a narrative strategy. Then, we met with the Corewell Health Equity Leadership team to present our findings, insights and recommendations. Once approved, we implemented the strategy.

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The Solution

Buoyant implemented a multiplatform strategy to reach funders: three videos, a web landing page and a print collateral one-pager. The videos featured both lived experiences of Corewell Health patients and interviews from Corewell Health equity leaders. The web landing page housed the videos, data stories and and additional context. The one-pager was designed as a leave behind to provide to funders after meetings. Ensuring a cohesive strategy, we offered funders multiple ways to access and understand the urgent need and the potential impact of their contribution.

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Buoyant provided data stories and infographics to help funders understand the discrepancies in maternal health of different populations.

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For the three videos, Buoyant interviewed seven Corewell Health leaders and experts and weaved their stories together to amplify the need.

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Buoyant produced three videos, one about "Why Corewell Health," one focused on hypertension and the third on mental health.

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Buoyant designed one-pagers to provide a strong case for support for funders.
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