Improving Urban Health Equity with the Arthur Ashe Institute
UNSDG 3: Ensure healthy lives and promote well-being for all at all ages.
“The United Nations Sustainable Development Goals are a call for action by all countries – poor, rich and middle-income – to promote prosperity while protecting the planet. They recognize that ending poverty must go hand-in-hand with strategies that build economic growth and address a range of social needs including education, health, social protection, and job opportunities, while tackling climate change and environmental protection. ” – United Nations
Arthur Ashe founded the Institute in response to what he perceived as the alarming levels of illness, and death, in urban communities from preventable diseases. Though Ashe tragically died shortly after creating the Institute, the organization has continued to focus on improving health equity, and education, in urban communities across the United States.
Faced with the challenge of bringing its 26th annual fundraising gala, SportsBall, online for the first time due to local social distancing restrictions, AAIUH began exploring ways to raise awareness. Typically funded by a mixture of grants, and donations, the “black tie and sneakers” event is a crucial way to provide unrestricted support for the organization’s ongoing mission.
After connecting to VidMob Gives in early 2020, Arthur Ashe settled on a plan to drive attendance for SportsBall by showcasing key initiatives, like the Health Science Academy, and community advocacy programs, using a new brand video that would perform well on social media.
Using pictures of the Arthur Ashe Science Academy as their starting point, and following a few rounds of optimization in Agile Creative Studio, the team from Arthur Ashe produced a 60-second video about the nonprofit’s work with the Academy and with community engagement efforts across urban communities.
The new marketing asset was shared across Instagram, Facebook, LinkedIn, and Twitter, as well as the organization’s website, on a dedicated landing page for Sportsball 2020.
As a result of the successful marketing campaign, 200 households from across the Arthur Ashe community were able to attend Sportball from home for the first time. In addition to the success of the event itself, Sportsball also helped the Arthur Ashe Institute to surpass its fundraising goal of $100,000 by over $25,000.
For the team at Arthur Ashe, their positive experience with the creative for Sportsball motivated them to release a new, more general, brand video for broader circulation shortly after the event.
Next up, the Institute plans to launch a marketing campaign to raise awareness for — and to increase people’s access to — critical mental health services in 2021.
“The process was seamless…and the short clip [gave] an excellent overview of the importance of the Institute’s work.”
Meet The Team
This team of creators helped AAIUH to make history by raising awareness for its first ever online annual gala, and broader mission: