Culture of Health Prize
Robert Wood Johnson Foundation (RWJF)
Spitfire partners with the Robert Wood Johnson Foundation as agency of record for the Culture of Health Prize, an annual award focused on whole communities addressing structural racism in service of health equity. Spitfire began partnering with the Prize in 2021 and in the fall of 2023 relaunched the Prize with the announcement of nine Prize winners from across the United States. The work of the Prize winners exemplifies partnership and the spirit of a Culture of Health, meaning that everyone has an equitable opportunity to wellbeing and health. As strategic communication and implementation partners, Spitfire developed a comprehensive communications plan that addressed internal and external goals of the Prize and the Foundation. We work closely with Prize programmatic and communication partners (videographers, evaluators, etc.) to leverage the Prize platform for narrative change.
Spitfire identified opportunities for collaboration across public health fields and nuances in the Prize’s approach to storytelling that puts the power of story in the hands of Prize-winning communities. This included extensive storytelling preparation for the Prize-winning communities incorporating personalized media training for each communities’ spokespeople and social media toolkits, and ongoing pitching and communications support beyond the announcement. Spitfire developed all content for the announcement, including stories of each 2023 Prize-winning community, press releases, promotional email templates, social media posts and more. Prize winners stories are showcased here: · Austin, Texas · Baltimore, Maryland · Detroit, Michigan · Fond du Lac Band of Lake Superior Chippewa Reservation · Houston, Texas · Los Angeles County, California · Ramsey County, Minnesota · Tacoma, Washington · Zuni Pueblo
Through Spitfire’s strategic media pitching, the 2023 Prize winner announcement garnered national attention from outlets including Governing, Native News Online and Philanthropy News Digest. Spitfire led all aspects of announcement communications, from celebration event planning, the digital rollout across social and web channels, earned media, partner outreach, and videography and photography celebrating Prize winners and sharing their stories. Spitfire was heavily involved in the Prize celebration including day-long facilitation, storytelling workshops, program design and drafting talking points for various leaders.
Currently, Spitfire is planning communications for the 2024 Prize call for applications. We are deeply involved in the application review process, traveling across the country to visit finalists. Our work in supporting Prize winners doesn’t end with their award—Spitfire is an ongoing technical assistance partner to Prize alumni, and this year, designed and launched a one-year storytelling cohort and grant opportunity for Prize alumni.
