case studies

Advancing Health Literacy in Underserved Communities

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Rockford Ready

the challenge

More than half of Rockford, Illinois’ population live in areas with the highest social vulnerability scores—

primarily Black and Latinx communities disproportionately impacted by COVID-19. With support from the Mayor’s office, the City of Rockford partnered with CURA and the University of Illinois Chicago to secure a $3.6 million HHS Office of Minority Health grant to improve local health literacy, vaccine uptake and community trust in health care providers.

The Solution

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Developed the “Rockford Ready” brand, messaging platform, website and all digital assets, leveraging input from the community.

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Created and coordinated a Health Literacy Task Force and Community Outreach Coordinator network.

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Designed and promoted a health literacy poetry/video series with local young artists, later recognized nationally.

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Implemented a micro-grant program for local community-based organizations and a scholarship program for high school students.

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Produced Facebook Live Q&A events with local pharmacists and a Rockford Ready radio segment.

The Results

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45+ local organizations

joined Rockford Ready’s
outreach efforts

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22,000+ Rockford residents reached,

exceeding the campaign outreach goal by more than 200%

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13 high-value media placements

secured in local broadcast as well as regional and consumer outlets, including Chicago Tribune, Verywell and WIFR

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10,000+ attendees

combined at 52 events hosted by Rockford Ready and/or its partners

Key Services

Branding and Positioning Content Development and Design Digital marketing Event planning & support Grassroots Activation Social media Stakeholder engagement Strategic Communications Planning Thought Leadership and Executive Visibility
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"The CURA team is organized, proactive and prompt in their responses to all of our needs, and overall, they help make logistics a breeze. Their professional, diverse and highly qualified team does an excellent job at helping us meet our objectives. I highly recommend them to any organization looking to enhance their communications to diverse communities and successfully implement a comprehensive educational campaign."

Anqunette Parham, Executive Director, HHS Department, City of Rockford
Rockford Ready
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