Cablefax The Magazine - July 2022 - 48

PUBLIC AFFAIRS
OWN Your Health
OWN's initiative to empower Black women to
own their health focused on three key pillars: 1.
Proactive Prevention, including routine screenings,
nutrition, physical activity, health education
and accountability; 2. The Unspoken, such as
fertility, motherhood, sexual and relationship
health, trauma, financial health and treatment
options; 3. Superwoman, the pressure to project
an image of strength and to resist accepting
help or prioritizing caregiving to others. The OWN Your Health campaign
identified top women professionals in the health and wellness industry to
create an advisory board that helped shape the initiative. It kicked off in
2021 with a launch spot featuring the song " Stand Up For Something " by
Grammy- and Academy Award-winner Common and Academy Award-nominee Andra Day, as well as a number of PSAs around health that ran
on OWN's linear network. Other components included a social media giveaway with Shea Moisture and a video with couple Devale & Khadeen
Ellis that focused on " unspoken conversations, " such as sexual and relationship health to encourage more meaningful dialogue as a catalyst
for Black women to prioritize health and wellness. The team worked with a number of partners to develop branded content, such as Mattress
Firm on the topic of getting good sleep and Hologic and its " Project Health Equity " to educate, inform and shed light on breast and uterine
health issues specific to Black Women. The nearly yearlong campaign has seen its success continue into 2022, with a dedicated social media
following and plenty of engagement and interactions.
1
AMC Networks
Hispanic Heritage
Month PSA
2
ST
ND
Campaign
For years, AMC Networks has run a Black
History Month campaign featuring members of
the Congressional Black Caucus. In 2021, the
brand continued its work amplifying diverse voices by launching
its first-ever Hispanic Heritage Month PSA campaign. Leading
members of Congress shared their stories of inspiration and perseverance
as well as the issues that they remain focused on today.
The spots rolled out on-air and online, airing over 200 times across
AMC, IFC, SundanceTV, WE tv and AMC+, and garnered 80-million
on-air impressions along with more than 130,000 social media
impressions. AMC+ also put together a premium streaming bundle
with a collection of 25 series and films curated by the company's
Hispanic/Latino employee resource group, VOCES, titled " Celebrando
La Unidad. "
Comcast: Your
Connection
Partner
3
48
July 2022
RD
Comcast's Greater Chicago Region Communications,
Government Affairs and Production
teams created a multifaceted communications campaign
designed to help the communities Comcast serves understand
that Comcast is the best partner to help them meet their current
and future broadband needs. During the pandemic, the Comcast
team partnered with more than 75 local school districts and
government agencies to bring Internet Essentials to low-income
households that weren't already connected. They group also
built nearly 80 " Lift Zones " in the region-and more than 1,000
nationwide-to close the digital gap even further. Lift Zones are
WiFi-enabled safe spaces in community centers where students
can participate in distance learning programs and do homework
and adults can come to build their digital skills.
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Cablefax The Magazine - July 2022

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