LSF Health Systems

Challenges

In December 2021, First Lady Casey DeSantis announced funding to expand peer-to-peer mental health services for first responders. As part of this initiative, LSF Health Systems received a grant from the Department of Children and Families to establish a virtual First Responder Peer Support Program. The program was designed to provide confidential mental health support for current and former first responders, as well as their family members, across 20 counties in North Central and North Florida.

However, reaching first responders presented a unique challenge. Many in the profession are hesitant to seek help due to stigma, fear of judgment, or concerns about confidentiality. Daigle Creative was tasked with developing and executing a multi-faceted marketing, advertising and public relations campaign to raise awareness and encourage participation.

Solutions

The Daigle Creative team began by conducting qualitative surveys among first responders to test prospective messaging and ensure whatever was selected felt authentic and relatable. To maximize reach and engagement, we developed a comprehensive marketing and public relations strategy.

A key component of the campaign was the creation of a dedicated website to serve as the program’s central hub. To enhance authenticity, we coordinated photoshoots and video interviews with real first responders, enabling them to share their stories. This approach ensured that the campaign genuinely reflected the community it aimed to serve. We also used these resources to develop marketing materials for the peer support specialists to use for grassroots outreach as well as the digital ads, email blasts and video ads needed for a layered media buy specifically targeted to first responders.

Additionally, we secured earned media coverage across multiple counties, stretching beyond the First Coast into Alachua, Volusia and Union Counties. Through these efforts, we successfully elevated the visibility of LSF Health Systems’ First Responder Peer Support Program, helping more first responders and their families access the support they need.

Results

Since its inception in 2022, the LSF Health Systems First Responder Peer Support Program has made a significant impact. Our team has delivered millions of advertising impressions across a 20-county area and leveraged the organization’s non-profit status to achieve an approximately 30% lift through added-value advertising. Our public relations department has placed more than 85 stories for a publicity value of $237,000.

More importantly, the program’s website, StayFitForDuty.org, has received 264,000 visitors, providing first responders and their families with easy access to vital mental health resources. The 211 hotline has handled about 2,000 calls from first responders or their families who are seeking help with everything from basic needs to getting connected with peer specialists. Through a combination of strategic outreach, authentic storytelling and targeted media efforts, Daigle Creative has helped LSF Health Systems reach and support more first responders than ever before.

Visits to Website

Media Coverage Since 2022

WEBSITE

To view the full website, click HERE

MARKETING

Daigle Creative has been an invaluable marketing and public relations partner for LSF Health Systems for many years. The leadership and creative talent at Daigle Creative has served our organization extremely well. They have found innovative and effective ways to help us accomplish our business objectives. I highly recommend them.

DR. CHRISTINE CAUFFIELD

CEO, LSF HEALTH SYSTEMS
DAIGLE CREATIVE CLIENT SINCE 2018

LSF Health Systems