National Institutes of Health-National Institute of Diabetes, Digestive, and Kidney Diseases (NIH-NIDDK)
(http://www.niddk.nih.gov)

National Institutes of Health-National Institute of Diabetes, Digestive, and Kidney Diseases (NIH-NIDDK) conducts, supports, and coordinates government nutrition research efforts and large-scale clinical trials. The Institute retained McKinney & Associates to conduct public awareness campaigns for two of its initiatives.

African-American Study of Hypertension and Kidney Disease (AASK)

The institute launched the "African-American Study of Hypertension and Kidney Disease" to research possible links between hypertension and kidney disease in the African-American community. Begun as a pilot program, the study expanded to 25 cities, utilizing national research centers and medical centers at historically black colleges and universities.

The program goals were to recruit study participants, retain them for five years, and build consumer awareness of the NIH-NIDDK mission. This was particularly challenging because of many African Americans' distrust of government-sponsored health studies.

McKinney & Associates coordinated a market research campaign for the study and designed an AASK logo that became a signature for the project at NIH headquarters and around the country.

The firm also convened five focus groups to develop messages, test strategies, and probe the hesitations and fears of the target audience. Focus groups also identified potential spokespersons for the study. The endorsement of the project by spokespersons identified by the focus groups enabled the Institute to have access to the participants that they wanted for the length of time they needed to conduct the study.

Clinical Trial Unit at the Martin Luther King/Charles R. Drew Medical Center

The Martin Luther King/Charles R. Drew Medical Center lacked educational and outreach materials and had limited historical experience with conducting clinical trials. McKinney & Associates decided that building consumer awareness and support, especially among minority and low-income communities, should be at the heart of the center's public education efforts.

McKinney & Associates decided that building consumer awareness and support, especially among minority and low-income communities should be at the heart of the center's public education efforts. The firm initiated a media campaign and oversaw production of patient information pamphlets, physician's brochures, a poster campaign, and a guide incorporating techniques and advice on special event planning for the clinic outreach staff.

The firm initiated a media campaign and oversaw production of patient information pamphlets, physician's brochures, a poster campaign, and a guide incorporating techniques and advice on special event planning for the clinic outreach staff.

The firm placed 30- and 60-second radio and television spots in 25 markets around the country and secured story placements in regional, national, ethnic, and health publications. Leveraging contacts with civic and service organizations, religious leaders, and the medical community enhanced the impact of the public awareness events the firm coordinated.