Campaign collateral – It’s in the details
There’s a certain trick to doing communication collateral around a millage (property tax) informational campaign. Usually, the entity requesting the tax revenue cannot ask voters to support the measure. That makes calls to action a bit specific. There’s an ask to cast a vote, but never an ask to cast a vote FOR.
Access Health Louisiana’s leadership approached Melismatic Designs LLC to tell the story of its impact on St. Charles Parish ahead of a millage renewal. All the technical information had to be there – facts, figures, sample ballot, etc.
As this was my third time working on a tax renewal campaign, I knew it was important to capture the heart of the campaign in an overarching main idea. The ‘slogan’ became ‘Public Health Matters,’ a direct call to the audience to consider the impact of having public health services in their community. All of the copy and branded imagery centered on this theme, ensuring voters understood the importance of Access Health.
A HEALTHY RENEWAL FOR ST. CHARLES PARISH: On November 6, St. Charles Parish residents will vote on a 0.61-mill*, 10-year property tax renewal to continue supporting public health unit facilities. The St. Charles Community Health Center has provided public health services, such as life-saving immunizations, to thousands of parish residents for almost two decades. The impact contributes to St. Charles’ consistent performance as one of the healthiest and most productive parishes in the state.
The measure passed with 67 percent of the vote in November 2018. Representatives with Access Health also used the brochure below and in-clinic signage to communicate with stakeholders, patients and the public at-large.
You can check out the campaign’s brochure below. Let me know what you think by posting a comment!
Be sure to check back daily until New Year’s Eve to see more of my work this year… and get some insight into the Design Details…
Renee A. Simpson is a communications specialist and graphic designer in the Greater New Orleans area who offers graphic and print design services to small businesses. Her “corporate office” is south of 90, y’all. For more information about her, visit www.melismaticdesigns.com.