ComNet18 Breakout Session

1. Messaging Beyond Jargon:
Creating Equity in Social
Change Communications
T A R Y N F O R T A N D J E H A N B E N T O N - C L A R K E
C O L O R A D O H E A L T H F O U N D A T I O N
Z A C H H O C H S T A D T
M I S S I O N M I N D E D
O C T O B E R 2 0 1 8

3. Our Goals for You Today
Learn how to infuse
“equity” into an
organizational brand
1
Learn how to
translate jargon into
compelling language
2
Learn how to partner
internally to develop an
equity-based approach
to communications
3

4. How Our Brand Evolution Started
O R G A N I Z AT I O N A L E V O L U T I O N P R O M P T E D B R A N D S H I F T
2015
• New CEO joins
• Brand very narrowly
defined and dates
• Limited community
presence
2016
• Listening underway
• Expand community
engagement
• Expand view of health
• Health equity focus
2017
• New vision, belief
and rally statements
• New visual brand
• Increased and
shifting org voice
• Staff on the ground
• Race and health
conversations
2018
• New focus areas
• Launch Local Focus
Work
• Deepening brand
experience in community
• Translation/interpretation
• Deepening staff
partnerships
• Diversity Equity &
Inclusion
• Polling
• Board engagement
2019
• Increased public
presence
• Louder, bolder
voice on equity
• Statewide events
• Coloradan
perception data

5. Our Working Definition
Health Equity exists when there are no unnecessary, avoidable,
unfair, unjust, or systemically-caused differences in health status.
Health Equity

6. PO Role Evolution
Shifted the role from “transactional”
and “traditional” grantmaking to being
community-informed
Grounded in our IMPACT Model, a
practice profile that lays out behaviors
& skills needed to work in community

7. Infusing Equity
O U R B I G G E S T C H A L L E N G E S S O F A R
Defining new
organizational
strategy and new
brand at same time
1
Bold leadership vs.
conservative staff
2
Language, tone and
photography missteps
3

8. Infusing Equity
O U R B I G G E S T C H A L L E N G E S S O F A R
Staff discomfort
with notion of
equity
4
Staff training
experiences
5
Showing up in
community
6
Speaking
different
languages
between staff
7

9. Infusing Equity
O U R B I G G E S T C H A L L E N G E S S O F A R
Staff discomfort with
brand champion role
while trying to do
their new jobs
8
When program staff
are communications
champions…
9
Creating safe spaces
for staff feedback on
communications
10

10. Infusing Equity
O U R B I G G E S T C H A L L E N G E S S O F A R
Messaging
development
stumbles w/leadership
11
Taryn and Jehan
leadership role
12
Audience discomfort
with race or other
emotional issues
13

11. Brand and Messaging
Development

12. Helping Staff Understand Brand
Think of brand as a synonym for the word “reputation.” It is the sum of facts and
emotions that come to our audiences’ minds when they read, hear about and
experience the Colorado Health Foundation. Our brand is who we are.
W H O W E A R E

13. Identity: What’s the Purpose?
Articulates the
future we
aspire to reach,
the picture of
all we hope to
achieve.
Vision
Core code by
which we
operate, an
essential truth
that guides
our decision
making.
Belief
Reminds us
what we must
do to achieve
our vision.
Mission
The heart of
what is most
unique about us.
Rally Cry
Our absolutes
in what we and
our partners
do. How we
communicate
about who we
serve.
Cornerstones

14. Who We Are
W H AT W E A I M T O A C H I E V E A N D W H AT W E B E L I E V E
That across
Colorado each of
us can say: “We
have all we need to
live healthy lives.”
Our Vision
That health is a
basic human right.
Our Belief
To improve the
health of
Coloradans.
Our Mission
Bringing health
in reach for all
Coloradans.
Our Rally Cry

15. Cornerstones of Our Work
We do
everything with
the intent
of creating
health equity.
We are
informed by
the community
and those we
exist to serve.
We serve
Coloradans who have
low income and/or
historically have had
less power or privilege.

16. How We Look
How We Sound
What We Do
How We Act
O U R I D E N T I T Y

17. How We Look
O U R I D E N T I T Y

18. New Logo Story
Mission: An apple (a symbol of health) in the
shape of a “C.” (reminding us of our state flag.)
Vision: The collaboration, optimism and
perseverance required for our vision are
captured by the individual pieces working
together to rise upward.
F O C U S E D O N M I S S I O N A N D V I S I O N

19. Visual Identity Concept
Patterns and prisms: shine a light on issues with various perspectives (inclusivity)
Overlapping colors: represent collaboration and the table we set/sit at
Icons: reflect our core value of transparency
Authentic photography: tells the story of Colorado’s health
S H I N I N G A L I G H T

26. How We Sound
O U R I D E N T I T Y

27. Translating Jargon
Align our work internally
and externally.
Express our dogged, relentless passion.
Show our willingness to be bold.
Stir the emotions of those who
read and hear them.
Champion equity.
Give the sense that we are ALL
in this together as a community.
Convey that we are about Colorado,
not just the urban centers.
Feel like they end with “!”
W E W A N T E D O U R W O R D S T O …

28. One Minute Message
When to Use It:
When introducing yourself to a group
When speaking to partners
On your home page
In an elevator
At a party
How to Use It:
Commit ideas to memory
Make the message yours
O F F E R S H I G H - L E V E L I N F O R M AT I O N , P R O V I D I N G A S E N S E O F
Y O U R V I S I O N A N D W H Y Y O U A R E N E E D E D . I T U S E S A C T I O N
V E R B S T O S H O W W H AT Y O U D O D AY T O D AY.

29. One Minute Message
Having health in reach means something different for every Coloradan and every
community, because not all of us have the same opportunities.
To address this, we need two things: a broad vision and to dig deeply into issues
that are often overlooked and therefore need the most attention. With that in mind,
and after listening to voices across the state, we have refined our focus areas.
By working in partnership with communities and others serving the Coloradans
who need the most, we can ensure that each of us has all we need in order to live
healthy lives.

30. How It Panned Out

31. How to Talk about Coloradans in Need
Avoid stigmatizing who you’re talking to.
Use person-first language.
Define your jargon. If there is confusion about what it means,
take the time to define it.
When in doubt, use simple language and flip the “health in reach”.
T H E R E I S N O W H O L E S A L E A P P R O A C H T O TA L K I N G A B O U T
S P E C I F I C G R O U P S O F P E O P L E W E S E R V E , B U T H E R E A R E
S O M E G U I D E L I N E S :

32. Now That
We’re Living
The Brand…
T H E R E AL I T Y O F O U R C U LT U R E S H I F T S

33. Communication Culture Shifts
From
No language guidelines that considered identity or race
Stock photos
Internal decision making
Scripted talking points
Race rarely entered the conversation
Traditional editorial process
We listened when it was convenient
Conservative tone
Surface-level staff relations about tough issues
To
Language justice approach
Journalistic style photography
Community-informed
Get comfortable with language on your own
Race-based affinity groups
Expanded editorial process
Listening is a core aspect of all communications
Push discourse on race and other emotional issues
Staff are getting deep on tough issues

34. Our Biggest Wins To Date
Feedback
from Large
Convenings
Demonstrates
our Pivot
1
Community
Response
When We Do
Show Up
2
Positive
Response
to More
Provocative
Voice
3
Strengthened
Staff
Relationships
4
Flagging
Jargon and
Giving
Feedback
about
Language
5

35. Closing: Hold for new Org video