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As chronic disease, substance use disorders, and the long-lasting impact of COVID-19 strained the country’s health, the American College of Preventive Medicine (ACPM) turned to BRG with a clear mandate: elevate preventive medicine physicians as an essential, front-line answer to these mounting challenges. That’s where BRG came in, building “This Is Preventive Medicine,” an education campaign designed to build pride within the profession and awareness far beyond it.

How We Did It

• Trained trusted messengers. Physician ambassadors, credentialed, board-certified members of ACPM, were identified and trained to deliver evidence-based messages directly in local communities
• Went local without losing the national story. Content was customized to address unique regional concerns alongside the broader national narrative
• Stayed current as the crisis evolved. An ongoing monitoring system tracked shifts in public sentiment, feeding continuous physician trainings to keep messaging relevant
• Extended beyond earned media. Thought leadership, sponsorships, events, and strategic partnerships broadened reach well past traditional press coverage

The Impact

BRG trained nearly 100 physician ambassadors across more than 30 markets, running multiple trainings to keep messaging current as the pandemic evolved. The campaign reached diverse audiences on issues from vaccine history to social determinants of health, with placements in Black Enterprise, Essence, Black News Channel, and Black Talk Radio deepening reach among Black communities. Overall, the campaign secured more than 3,400 media placements and 670 million impressions, with coverage in CNN, MSNBC, CBS Radio, Cosmopolitan, and VeryWell Health. BRG also connected with audiences directly through the Vaccine Confident PSA, which aired 1,045 times and generated nearly 2.5 million impressions on local ABC, CBS, NBC, and Fox affiliates during programs including Today, 60 Minutes, The Tonight Show, and college football broadcasts.