In September of 2013, Pulse was awarded an initial contract with the Bangor Public Health & Community Services (BPHCS) to develop a communications plan encompassing outreach, education, and awareness of its programs and services to local target audiences.
Following this successful rebranding, Pulse created a full communications plan for BPHCS to increase awareness and visibility of their services, and better convey the value of the resources they offer. The plan outlined customized strategies and tactics to address their internal and external constituents, identify the best media formats and outlets to reach their target audience (low-income populations in the greater Bangor area) – encouraging engagement and empowering them to make informed, healthy lifestyle choices.
Rather than dictating the way the information had to be conveyed from a local government agency, we listened to the challenges, needs, and desires of our target groups to craft a program that resonated with the public at both rational and emotional levels. We decided to use a cartoonish version of our local hero – Paul Bunyan. In fact, we humanized the myth so much that we even gave him a family! Paul Bunyan became our ‘spokesperson’ on a variety of topics from exercising, to nutrition, to substance abuse.
We created a variety of materials for this campaign including a PSA video, T-shirts, internal and external community bus posters, wall posters that were distributed throughout the greater Bangor area by Pulse staff, smoke-free signage for the American Folk Festival, and topic specific brochures.