4 great public health communication campaigns

Explore four standout public health campaigns — from the Ice Bucket Challenge to #Movember — and uncover the strategies that made them so effective. Learn how to apply these proven tactics to create engaging, community-driven campaigns that inspire action and improve health outcomes.

Hospitals and health systems continue to invest in community health. According to the American Hospital Association (AHA), in 2022 alone, tax-exempt hospitals gave $149 billion in benefits to their communities. One important aspect of community support involves robust public health communication campaigns.

4 examples of public health communication campaigns that work

So, how do you perform a successful public health communication campaign — especially in the age of social media and misinformation?

Here are four inspiring campaigns that not only captured attention but made a big impact on community health:

1. The ALS Ice Bucket Challenge viral social media campaign

In the summer of 2014, three men with amyotrophic lateral sclerosis (ALS), also called Lou Gehrig’s disease, started the ALS Ice Bucket Challenge. It involved recording a video of dumping a bucket of ice water on your head or donating to an ALS organization, and then challenging someone else to do the same.

The concept was simple. But the effect was enormous. People from 159 countries created 17 million videos and raised $220 million for ALS research and care. Not only that, but the campaign got people talking about ALS.

Why it worked:

• It was easy to do, and fun, so people wanted to participate.
• People challenged friends and family directly, making the call to action personal and harder to ignore.
• Celebrities and other influencers got involved, which increased the campaign’s reach quickly.

2. The #Movember movement for men’s health

The early 2000s brought us so much in pop culture, including the return of the ‘stache. In 2003, 30 “Mo Bros” in Australia took the challenge to grow a mustache throughout the month of November to raise money and awareness about prostate and testicular cancer.

Today, over 6 million people participate in the #Movember movement, which has funded over 1,300 men’s health projects globally — and expanded to other men’s health issues, such as mental health and suicide prevention.

Why it worked:

• Just like the ALS Ice Bucket Challenge, the concept of Movember was simple and fun.
• Humor helped engage people who may not have participated in more serious campaigns.
• Mustaches created a “walking billboard” effect, increasing visibility.
• The campaign used social media and a community approach to increase fundraising and awareness about men’s health.

3. AHA’s #MyWhy I got the COVID-19 vaccine campaign

In the thick of the COVID-19 pandemic, the AHA launched the #MyWhy campaign, encouraging healthcare workers to share why they chose to get the COVID-19 vaccine. Many hospitals participated with their staff (like Baptist Health), and the CDC provided a $2 million grant to build on the campaign.

Why it worked:

• Real, trusted and diverse healthcare providers shared personal, relatable stories.
• The campaign felt community-driven, as people posted their own photos and videos on social media.
• The call to action was clear, transforming stress and hesitancy into a proactive task.

4. Tips From Former Smokers: national tobacco education campaign

Tips From Former Smokers was the first federally funded national tobacco education campaign in the United States. It started in March 2012 and featured stories from real people who experienced long-term effects from smoking or being around secondhand smoke.

The CDC estimates that more than one million people successfully quit smoking because of the campaign, and it helped prevent around 129,000 early deaths and save $7.3 billion in healthcare costs related to smoking. 

Why it worked:

• The campaign was the result of extensive research and testing.
• Real people from a variety of backgrounds shared compelling stories.
• Videos and written content evoked an emotional response, while promoting tobacco education.
• People got to see how difficult it is to live with a chronic, long-term smoking-related disease and imagine how it could affect their families.

What the best public health campaigns get right

The best public health campaigns use messaging that’s:

• Clear — The concept is simple.
• Concise — The information is easy to consume and share.
• Consistent — The message remains the same across platforms.
• Relatable — The campaign uses stories and experiences from real people.
• Actionable — There’s one or more actions for people to take.

How to create your next public health campaign

When creating a public health campaign, first ask: What health issues are most important in the community my hospital or organization serves? Do residents need more physical activity? Better nutrition? More routine preventive screenings?

Leadership at your organization has probably already identified some of the most pressing health issues in your area. Talk to them and other nonprofit organizations to identify your community’s needs. Then, you can start planning your public health campaign.

Look at the resources you already have in place

What services or programs do you already offer or promote? Figure out who’s involved, or who needs to be involved, so you can invite the right people during the planning process. Existing resources also ensure you have the infrastructure to support the campaign.

Know your audience(s)

Make your messaging fit your audience’s needs. Are you trying to reach baby boomers, moms, men, millennials, Gen Xers or Gen Z? How can you reach them?

With social media, you can tailor messages and share them with specific populations, so it helps to define your audience and even include them in your message development.

Ensure messaging is clear and actionable

What’s the purpose of the campaign? Do you want more people to wear seatbelts? Exercise more regularly? A clear, simple goal can help drive how you approach the campaign.

Use your existing communication channels

Do a lot of people read your organization’s blogs? Do they open marketing emails? Focus on public health communication strategies you know will reach your audience. Then funnel them to new and creative outlets. Think videos, podcasts and online quizzes — and their shareability.

Get creative

What tactic has your team always wanted to try but hasn’t had the chance? Now is the time to think like an outsider. Brainstorm fun, engaging and effective ways to reach your audience.

Define how you’ll measure success

Create clear objectives to keep everyone focused on the campaign’s goal. Track these objectives throughout the campaign, so you can make adjustments as needed.

Get help with public health campaigns and community health initiatives

WG Content helps healthcare organizations nationwide create messaging that resonates with their communities. Our team of experts can help with rebranding, public health communication campaigns and more. Connect with us to discover how we can support your team.

Editor’s note: This article was originally published in December 2019. It was last updated in May 2026.

Follow up questions about public health communication campaigns:

Hannah Barker

Hannah has loved both writing and science for as long…

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