Let’s Talk About It: Using Insight-Driven Empathy To Drive Behavior Change

Communications & Public Relations Track

A unique approach – founded on consumer insights and empathy – helped Arkansas Children’s create a statewide campaign to increase vaccination rates in an environment of misinformation and declining trust. 

This campaign demonstrates how Arkansas Children’s and Core Health worked together to mine published secondary research for consumer insights to drive an empathetic strategy the entire health system could embrace. This helped the organization move forward through a confusing and stressful time with a clear sense of direction and a campaign to help drive conversations.

Presented by:

Sue Spaight
Director, Insights & Strategy
Core Creative

Stephanie Pierce
Strategic Marketing Vice President
Arkansas Children's

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