Raising Awareness of Chronic Disease Through Emotional Storytelling

Overview:

In the spring of 2022, the Division of Health Promotion and Chronic Disease approached The Manahan Group (TMG) for assistance to launch a public awareness campaign aimed at addressing a growing health crisis. With the ongoing impact of the pandemic, many West Virginia residents had delayed or avoided routine healthcare. As a result, early warning signs of chronic disease—including diabetes and cardiovascular conditions—were going unnoticed and untreated. The main goal of this campaign was to educate the public on the dangers of ignoring these symptoms and to re-emphasize the importance of preventative healthcare.

Strategy:

TMG’s creative team collaborated with a local video production company to develop two 30-second public service announcements that would air statewide across television and radio to aid in the effort of importance of preventative healthcare. The main focus was on making the health message personal and impactful.

Spot #1 – “Time”

This video emphasized the importance of healthy living and nutrition by focusing on the value of time—time spent with loved ones. Viewers were reminded that something as small as preparing a nutritious meal can make a big difference in long-term health.

Spot #2 – “Anthem”

“Anthem” took a more inspirational approach, promoting healthy lifestyles to make small choices that will build toward a longer, healthier future. The message, ‘the little things we do today allow us to celebrate more tomorrows.’

Execution:

Through a partnership with the West Virginia Broadcasters Association, the campaign received widespread placement on both television and radio stations across the state. Over a three-month period, the client received over four times their investment in advertising value and the spots aired over 12,000 times, reaching thousands of West Virginia residents. This approach ensured the message was heard all around the state, but particularly in rural and underserved areas where education around chronic disease is often limited.

Recognition: 

The campaign’s emotional impact and cinematic quality did not go unnoticed. Both PSAs earned a Bronze Telly Award for excellence in Public Service/Cinematography, recognizing their creative strength and effectiveness.

Conclusion: 

By combining powerful storytelling with a comprehensive media strategy, The Manahan Group successfully elevated public understanding of chronic disease and inspired West Virginians to prioritize their health. The campaign proved that with the right creative vision and strategic outreach, public health messaging can drive real awareness—and even save lives.

To learn more about chronic disease visit dhhr.wv.gov/hpcd – Division of Health Promotion and Chronic Disease.