The Black Men’s Health Project
Bringing light to health disparities among black men
The Black Men’s Health Project was an initiative launched via partnership between Johns Hopkins University, George Washington University, and Michigan State University to call attention to the health disparities affecting Black men, gain a deeper understanding of their unique health challenges, and help develop culturally competent strategies and solutions to improve health outcomes for Black men.
As an Account Manager with Ghost Note Agency, I was tasked with figuring out how to convince 10,000 Black men to take the Black Men’s Health Survey. It’s understood that there is a long history of mistrust between African-Americans and American medical/health care institutions and it was important to develop strategic branding and messaging that broke barriers and was relatable to our audience. Cameron served as project manager and led the development and execution of an insights-driven, nationwide brand, marketing, advertising, and outreach strategy that combined careful messaging, strategic brand positioning, valuable digital content, and tailored advertising strategy. Cameron spearheaded digital advertising campaigns, directed and produced video content, and facilitated strategic partnerships to help increase brand awareness.
The campaign resulted in the on-target delivery of 10,000 survey completions within one year of campaign launch. He also facilitated partnerships with the organizations like the National Medical Association, Mental Health America, National Panhellenic Council, BlackDoctor.Org, 100 Black Men of America and more.