Challenge
Conemaugh Health System seeks to address the heroin epidemic through a community-service partnership with a local television station. The challenge is to help bring public attention to a serious health and social crisis in a way that is informative, credible, and compelling for a broad local audience.
Strategy
The work includes both the production of a promotional spot and the development of a full-length local television special focused on the heroin epidemic. By combining short-form promotion with longer-form storytelling, the project helps build awareness, encourage viewership, and create a more substantial platform for public education. The partnership extends Conemaugh’s communications role beyond institutional promotion and into community-centered health engagement.
Execution
Impact
Healthcare communications can serve not only organizational goals, but also broader community needs. This project shows how strategic media partnerships can help health systems contribute to important public conversations and support awareness around complex health and social issues.
Teaching Insight
Community outreach, public-interest communications, media partnerships, health education, promotional strategy