Exploring cultural context for a public health campaign

Challenge: A national health organization needed more in-depth cultural and mindset information about Black men in various states of interest, including “Stroke Belt” states, in order to guide the creation of a public health campaign.

Approach: Southpaw Insights developed a 3-week online bulletin board discussion to allow for rich conversation and connection with men in states of interest. The extended timeframe allowed for an exploration of their home lives, relationship to the medical community and doctors, racial issues, and a deep look at the health topic of interest.  

Result: By utilizing open ended questions, photo projective techniques, and interactive tools such as the mark up tool and collage tool, we were able to understand health and healthcare decisions that impact their lives in the long term, as well as messages that resonated.

Result: The research opened up new vistas for how the organization related to their suppliers. By exploring business owners’ hearts and minds in uncertain times, our client was able to position themselves to provide the support and resources that their suppliers needed.