Leading 21x more people to more resources about community health workers

As healthcare systems grapple with staffing shortages and rising costs, community health workers are critical connectors to holistic, high-quality care for those who need it most–yet awareness among the decision-makers who control hiring and funding remained strikingly low. The Wisconsin Department of Health Services turned to KW2 to develop a statewide campaign that would reach both health system leaders and communities in need of services to build sustainable support for CHW roles.

With a strategic, omnichannel marketing mix to reach busy healthcare decision-makers and connect them to resources–including a new video series and toolkit–the campaign saw immediate impact. Hard-to-reach decision-makers shattered projected impressions, overdelivering by a whopping 213%. Site traffic surged 21x during the campaign window, with more than two-thirds of new users identified as healthcare decision-makers. Engagement rates climbed as high as 26% as leaders leaned in to learn more. The real win? Putting community health workers front and center. From strategy and review to on-camera storytelling, CHWs shaped the campaign at every stage—ensuring the work didn’t just talk about impact but authentically lived it.