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Rallying Local Communities to Make Healthier Choices


Survey after survey shows that Kentuckians suffer from multiple chronic issues, such as diabetes and cardiovascular disease. The majority of residents do not meet federal guidelines for physical activity. And in a state that has long taken pride in tobacco farming and production, messages that encourage residents to quit or avoid tobacco products are not always well-received.


In 2015, NKY Health determined that a new, more comprehensive approach to improving residents’ physical and mental health was required. With the assistance of a community-based team that included TMC, NKY Health developed LiveWell NKY, a framework to rally participating communities around being active, eating well, and supporting both physical and mental health. The overarching goal is to improve the health of Northern Kentucky residents through changes in policy, systems, and environments at the community level.


To ensure a successful launch and sustained adoption of this initiative, NKY Health engaged TMC to develop and package multiple and sometimes complex messages into easy-to-use formats that could be adopted and distributed at the community or neighborhood level.

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The challenge.

Kentucky has consistently ranked at or near the bottom of U.S. states in terms of health outcomes. In 2015, the Northern Kentucky Health Department (NKY Health) determined a more comprehensive approach to improving residents’ health was required — but the department needed help with developing messaging and rolling out the program.

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The strategy.

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The results.

NKY Health launched LiveWell NKY with much fanfare. The program has been established in four Northern Kentucky cities, resulted in two communities implementing or expanding their smoke-free policies, and supported hundreds of events to promote healthy behaviors. LiveWell NKY’s success has attracted both federal and local funding to maintain the program’s momentum.

Live Well Northern Kentucky Portfolio
Live Well Northern Kentucky Brand Guide

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