UC Davis Health “Believe in Better” Campaign Highlights Commitment to Community Well-Being
The health system’s first brand awareness campaign focused on addressing social determinants of health.
// By Althea Fung //
Most Americans want to live a happier, healthier life. But for many, the gap between wanting to lead a healthy life and being healthy can feel like an ever-widening chasm. Studies have shown that while many Americans want to eat more fruits and vegetables, less than 10 percent of American adults and adolescents eat enough, according to the CDC. Often, cost and access are barriers to healthier eating.
Health outcomes are intrinsically tied to factors like food. About 80 percent of health outcomes are attributable to social determinants of health — non-medical factors that influence health.
UC Davis Health, a Northern California health system that includes the UC Davis Medical Center, a Comprehensive Cancer Center, and a children’s hospital, has a long history of working with community organizations to help address social determinants of health that impact patient lives.
Michele Murphy Taber, director of brand management & marketing, UC Davis Health
When Michele Murphy Taber joined UC Davis Health as director of brand management & marketing, she recognized the need to refine the brand and bring to life the health system’s “brand voice.” To achieve this goal, UC Davis Health launched a brand awareness campaign, Believe in Better, highlighting the health system’s deep commitment to addressing social determinants of health.
“We wanted a campaign that was truly reflective of our community impact,” says Taber. “This wasn’t about promoting our services — it was about making sure our identity as a health system resonated with both our employees and the communities we serve.”
Read on to learn how UC Davis designed a campaign that engaged its employees and increased public awareness of its support for community health.