Si Texas Project: Case Study
Overview
Sí Texas (Social Innovation for a Healthy South Texas) is an initiative by Methodist Healthcare Ministries (MHM) aimed at improving mental and behavioral health in South Texas through integrated behavioral health (IBH) models. Supported by an unprecedented federal investment of $10 million from the Social Innovation Fund (SIF), this project targets economically disadvantaged populations along the U.S.-Mexico border, addressing the high rates of diabetes, behavioral health conditions, and associated risk factors in these communities.
The Challenge
Sí Texas faced the challenge of effectively communicating the complex and impactful work being done across multiple counties. The initiative needed a comprehensive branding and communication strategy to engage stakeholders, including policymakers, healthcare providers, and the general public. The goal was to raise awareness, highlight success stories, and provide valuable resources to the community. Moreover, the project needed to humanize both community and military sides and provide insights into the spirit of collaboration and innovation within the healthcare sector.
The Solution
To address these challenges, Legacy79 implemented a multi-faceted communication strategy for Sí Texas. This included branding strategies, content creation, multimedia production, public relations strategies, and a dedicated microsite to serve as a central hub for information and resources.
The Process
Research & Discovery:
We conducted extensive research to understand the objectives of Sí Texas and the specific needs of the target audience. This included reviewing project reports, interviewing key stakeholders, and analyzing the regional healthcare landscape.
Strategic Approach:
Our approach involved creating a cohesive and engaging project brand identity based on MHM’s brand guidelines, developing comprehensive content, and producing multimedia resources to effectively communicate the initiative’s goals and successes.
- On-Location Interviews: Conducted a 3-day testimonial shoot in South Texas, capturing powerful stories from participants and leaders. This included filming, editing, and post-production.
- Publication Design: Designed and produced high-quality publications that were visually appealing and easy to understand. This included a 62-page Sí Texas Project Report publication and a 15-page Implementation Framework and Playbook for Integrated Care.
- Public Relations & Media Services: Developed and executed a comprehensive PR strategy that included strategic communication planning, a media kit, and media training.
- Website Development: Designed and developed a dedicated microsite (https://sitexas.mhm.org/) to promote the videos, provide resources, and introduce the community to Sí Texas. The website serves as a central hub for information and resources related to the program.
Additional Components:
- Strategic Communication Planning: Developed a custom strategic external relations plan to tell the Sí Texas story through data insights, partner testimonials, and client-centered outcomes.
- Media Kit: Created a bilingual media kit, including a fact sheet, talking points, press release, leadership/program bios, and custom media list.
- Media Training: Provided media training for designated MHM and partner testimonial spokespersons.
The Result
The comprehensive branding and communication strategy significantly enhanced Sí Texas’ ability to engage with stakeholders and the community. The tactical strategy and compelling content effectively communicated the program’s goals and successes, leading to increased awareness and support. The dedicated microsite became a valuable resource, providing easy access to information and multimedia content. The testimonial videos and high-quality publications humanized the initiative, showcasing real stories of impact and fostering a deeper connection with the audience. Overall, the project successfully supported Sí Texas’ mission to improve mental and behavioral health in South Texas, demonstrating the power of integrated behavioral health models and innovative social solutions in addressing complex health challenges.