SPOTLIGHT ON NEHA ACTIVITIES
Photo 4. Examples of the Swipe Right campaign in Iowa and the environmental health professionals that were featured.
• Scott, an environmental health director at Licking County Health Department, illustrating the role of water quality protec- tor (Photo 3) Advertising ran in two phases that were before and after the leg- islative sessions in Ohio on May 15–June 20, 2023, and September 15–October 15, 2023. It was geotargeted around the Ohio State- house on Twitter, LinkedIn, Facebook, Instagram, Reddit, inter- stitially (e.g., full-screen ads that cover the interface of their host app), and local websites. The campaign achieved excellent results. Ads were shown more than 6.8 million times to the target audience, click- through rates were above industry average on every platform, and video view-through rates reached as high as 86%. We can interpret these results as a general interest in the topic of envi- ronmental health. After our success with the pilot in Ohio, we partnered with the Iowa Environmental Health Association to develop an Iowa Swipe Right campaign to support their eorts to advocate for environ- mental health policy directly to state legislators. As with Ohio, we invited real professionals working in environmental health in Iowa to be the face of the campaign (Photo 4). In addition, we hosted a virtual training on how to eectively talk to legislators to support Iowa aliate leaders to advocate for the profession in person and in tandem with the campaign. The Iowa campaign featured four environmental health profes- sionals (Photo 4):
• Alex, the healthy homes program coordinator from Black Hawk County Public Health, teaching about lead poisoning prevention • Laura, an environmental health specialist at Story County, mon- itoring water quality • Tim, an environmental health specialist at CG Public Health, demonstrating air quality testing • Tim, an environmental health specialist at the City of Dubuque Health Services, conducting a food safety inspection Advertising ran from January 15–April 15, 2024, to coincide with the legislative session and the activities of the leadership of the Iowa Environmental Health Association. Ads were placed on Facebook, Instagram, YouTube, interstitially, and local websites. Like in Ohio, the Iowa campaign achieved excellent results. Our video ads were shown more than 3.5 million times to the tar- get audience and the video view-through rates reached as high as 90%! It is important to note that the dierence in how many times the ads were shown in the Ohio campaign versus the Iowa campaign is due to a slightly smaller budget and a significantly smaller population in Iowa (3.2 million people) compared with Ohio (11.8 million people). While we cannot draw tangible conclusions about the eect of the Swipe Right campaign messages on the decision-makers in these states, it is clear that the campaigns successfully raised the visibility of the environmental health workforce overall and the role of environmental health professionals in particular. You can learn more at www.neha.org/swipe-right.
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July/August 2024 • our:-l o2 :A5ro:me:?-l e-l?4
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