BWHI has pioneered focused advocacy for black women and their health be it physical, emotional, financial and in the interest of pursuing alternative growth strategy they called on Fortell Communications to advocate for Black women’s health fashionably.
For 35 years, The Black Women’s Health Imperative @BWHI has been a powerful force in leading efforts to address the most pressing health issues that affect Black women and girls. BWHI has pioneered focused advocacy for black women and their health be it physical, emotional, financial and in the interest of pursuing alternative growth strategy they called on Fortell Communications to advocate for Black women’s health fashionably.
From research to go-to-market strategy with merchandise direction inclusive of vision gathering to design, production, fulfillment and demand creation, Fortell Communication oversaw and spearheaded the launch of “Health Is Fashionable” (www.healthisfashionable.com) as the central portal for merchandise related to Black Women’s Health Imperative and the broader vision for alternative growth that is separate of donor contributions, grants, and traditional non-profit revenue growth. Health is Fashionable is the epicenter for the merchandised stylish expression of health inspired by the only national organization solely dedicated to improving both the health and wellness of America’s 21 million black women.
By aligning the creative and product development savvy of Urban Professor and the authentic narrative and expertise of BWHI, Fortell Communications merged a partnership that would curate the essence of the Black Women’s Health Imperative and allow it to be proudly accessed by all supporters and advocates of healthy black women thru the signature design aesthetic of Urban Professor.
The collections encompass vivid storytelling thru design, rich discovery elements, bold messaging and Urban Professor’s signature subtle elegance design ethos.
Heritage mining of the rich culture of Black Women’s Health Imperative set the tone and informed design and marketing direction from the start. A Go-to-Market strategy that aligned both with the brands calendar of events and also the relevant consumer calendar moments was integral for introducing the new look of the Black Women’s Health Imperative and their goal of alternative growth.
With a vision of creating an experience that was inviting to black women of all ages, we crafted and refined the product component to be representative of both the young professional and the more seasoned woman. A vital component to the Health is Fashionable alternative growth strategy was one of self sustainability, Fortell Communication’s successfully designed “Health is Fashionable” as a program that could power itself through an initial nominal seed investment and both finance itself for successive merchandise collections and also produce meaningful alternative growth profits for the BWHI organization.
Black Women's Health Imperative
Launch Experience Activation