How are you?
Communications | Campaigns | Internal culture
Summary
OhioHealth care providers were experiencing extreme burnout. Clinical well-being evaluations were concerning. The people the public needed most needed care, too. But stigma of mental health conditions makes many clinicians afraid to seek help. The company planned to launch well-being resources. I developed the core theme, key messages and introductory tactics for an internal campaign, including a video and manager toolkit. The aim being to to socialize our new resources and normalize asking for help.
The solution
The internal campaign included a presentation at our companywide leadership event, a manager toolkit, teaser video, emails, podcasts and an internal website. I was the strategist, copywriter and communications content advisor for the campaign.
My process
I conducted research over the course of two months to see what other organizations were doing. It was important that our campaign name was unique, in case it became an external initiative in the future. I interviewed several stakeholders to understand the problem, requirements and goals. I also explored how each of them defined things like fulfillment and resilience.
I presented several concepts to the two deciding committees. Four made the final cut.
The winning concept was: How are you?
This everyday greeting is often said out of habit or in passing. And the typical response is, “good” or “fine.” But our habits often hide our truth: We’re not always ok, and recognizing that is important. At OhioHealth, we could ask this question with more intention to make well-being part of our daily conversations.
The outcome
As the content lead, I directed the key messaging used throughout the organization as the campaign strategy unfolded. I wrote definitions of fulfillment, well-being and resilience. These statements could be used in a variety of ways, uniting us all around common understanding. The final messaging spoke to all associates – clinical and nonclinical – in a way that was nonthreatening, conversational and welcoming.
At OhioHealth, WE BELIEVE in supporting the well-being of our people. Because when they have the strength and confidence to thrive, fulfillment is always within reach.
How it's all connected
Life is a collection of experiences that that shape your decisions and who you become. And while each person’s journey looks different, we share the goal of finding fulfillment along the way.
Fulfillment can last for a moment or a lifetime. And for many, it’s a moving target. The secret to discovering it lies in realizing your purpose and knowing you can thrive through times of trial.
Failure, distress and discontent can drive you to be better. Your ability to accommodate stress and overcome obstacles – your resilience – determines your success. Fulfilment isn’t a prize that’s given to you, it’s a by-product of the persistence and hard work it takes to balance your responsibilities with your needs and desires.
And while there is courage in braving new challenges, know you don’t have to endure hardship alone. When you feel stranded, starved of motivation, or blind to your potential, lean into the people around you. Asking for help is a sign of strength and grasping a steady hand can lift you up.
Give yourself permission to express anxiety, anger, frustration, fatigue and depression. They are normal reactions to disruptions in your well-being, and they are signals that you need support. Allow these feelings to guide you toward avenues of assistance that can empower you to become the best version of you. Because when you have accepted and honed who you are, fulfillment is always within reach.
WE are here for you
Across our organization, we are leading a movement to prioritize physical, emotional, spiritual, social and financial wellness. These aspects of your well-being need constant attention for you to achieve your best health. They’re depleted by stressors, but replenished through internal strength and outside support.
We all face personal and professional difficulties – long work hours, family obligations, a missed promotion, a divorce, a miscarriage. We often try to shoulder these challenges alone, not wanting to show signs of weakness. But that can make a tough situation even worse, until we reach a point of crisis. And sometimes, those around us end up getting hurt, too.
That’s why OhioHealth is taking action to make well-being part of our regular conversations. We want every associate to feel safe expressing their emotions and asking for help without fear of judgment or retaliation. There is strength in speaking up when you know you could be better, and courage in requesting time to recover and restore resilience.
We are centralizing and expanding our well-being resources. You can call our Well-Being Connection to find help 24/7. We’ll get you to where you need to be, whether you’re going through a significant life event, having a bad day, or simply seeking ways to grow from within. All support is confidential and free.
We will also be training leadership and associates how to provide compassionate support, and create teams that lean in and lift each other up. In the meantime, here’s what you can do to advance this important work:
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Practice emotional honesty. Be aware of your feelings and give yourself permission to feel them. It’s OK to not be OK. There are no wrong emotions. Let yourself be vulnerable. Share what you are going through with others, so they can be sensitive to your needs.
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Be an emotionALLY. When people open up to you about their feelings, keep an open mind. Do not judge or minimize their experiences. Listen and accept what is being said, thank them for telling you, and show them support.
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See the signs. Watch for signals of crisis within you and other associates. We all have bad days, but not addressing long-term needs can harm ourselves and those around us.
As OhioHealth associates, we’re always working to improve the health of the patients we serve. But we also have a responsibility to serve ourselves and our people. Because at OhioHealth, we’re a family. And family takes care of each other.
I also created a video concept, storyboard and script. The actors were not actors at all, but real associates with true stories. The video was emailed to associates, directing them to an intranet page where they found more videos and podcasts from other associates speaking openly about their well-being. The page directed associates to new well-being resources and a 24/7 hotline.
