Contact Jennifer to learn about how we can deliver results for you.
Contact Jennifer to learn about how we can deliver results for you.
ASTHO Closing the Distance Campaign
Elevating public health voices to counter workforce burnout
The Association of State and Territorial Health Officials (ASTHO) faced a nationwide crisis. Mistrust, misinformation, dwindling investments, and political gridlock were burning out the public health workforce and threatening long-term morale and support. Working closely with partners, KW2 identified a powerful insight: authentic, peer-driven storytelling could rebuild pride within the workforce while reframing primary prevention efforts that address the damaging effects of suicide, overdose, and adverse childhood experiences from abstract systems into tangible outcomes for policymakers. By elevating real voices from the field, the campaign aimed to transform perception of public health as essential, local, and deeply human.
Renewing pride in local public health impact nationwide
In partnership with health leaders across Florida, Massachusetts, and Puerto Rico, KW2 developed a multi-format storytelling campaign, Closing the Distance, featuring short-form testimonial narratives and shareable social posts. These stories highlighted the real-world, unifying influence of statewide improvement plans, the measurable value of upstream prevention, and the outsized impact that even the smallest communities can make. KW2 then translated these complex and intersecting themes into digestible, graphics-first promotional materials and web content that enabled partners nationwide to adopt and amplify messaging. The real impact? Reminding public health professionals that no matter how small the team or how big the challenge, their passion, capabilities, and care make a difference.
“KW2 demonstrated a strong understanding of our commitment to supporting and strengthening the morale of the public health workforce. Their work reflected a clear ability to connect with key audiences and a dedication to contributing to a stronger public health environment nationwide.”
Robin Matthies, Former Director of Social and Behavioral Health, ASTHO
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