Buckeye Fresh!

Access to healthy, affordable food is one of the key social determinants of health and remains a challenge in many low-income communities. Buckeye Health Plan launched its signature event series, Buckeye Fresh! across the state with the goal of increasing access to healthy food options. Buckeye hoped to double its events in 2020, but due to the COVID-19 pandemic several farmers’ markets decreased community activities. I worked with Buckeye to revamp the Buckeye Fresh! Materials and communicate to members that the farmers’ markets were available as a relief resource for those struggling. I created a package of collateral for the event, including mailers, envelopes, vouchers, social media graphics, and healthy eating tip cards for members to take with them. I also attended the events in person, shot and retouched photos for use in future Buckeye materials.

Two Buckeye Fresh! farmers markets took place in each of the four host cities in 2020: Akron, Toledo, Cincinnati, and Cleveland. The mailers for the event were sent to members all over the region of each city. This resulted in a total of 8 mailers, all using variable data, and an envelope to match.

In addition to the event collateral mailed out before the event, each Buckeye Fresh! market required materials and signage for use during the event. I designed raffle entry forms, raffle signage, produce vouchers for adults, Buckeye Bucks for children, and miscellaneous directional signage for each location. Below is a sample of some of the collateral.

Raffle signage

Buckeye Buck

Market signage

Voucher

I created several recipe cards that were distributed to members at the event for a takeaway, all utilizing fresh produce they can purchase at the market. The cards contained healthy eating tips on the front, and had the recipe detailed on the back. While there was too much content to include photos or graphics, I learned to set type in a way that organizes and breaks up large, boring blocks of text.

Social media posts promoting the events were created for both Buckeye and each individual market. They promoted the Buckeye Fresh program and its outreach, the schedule of markets, and individual member stories. I created these to be fun and visually interesting to engage members and encourage them to attend the event.

While creating a package of cohesive collateral for an event is fun, there's no doubt that the best part is the event itself! I volunteered to attend the events as an extension of Buckeye, to meet and photograph members for future Buckeye material. Here is a sample of some of the photos I shot and retouched.

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