Brothers Health Collective x Icon City: Designing Health Equity in the Digital Space

Admin
Oct 28
2 min read

A Case Study in Graphic Design & PPC Strategy for Targeted Public Health Outcomes (2015)

🧠 The Context

In 2015, the Illinois Department of Public Health, in collaboration with the Brothers Health Collective, launched a campaign to increase STD testing and treatment among at-risk Black and Brown men in Chicago.

They enlisted Ellis Island Entertainment, under the direction of C. Aigner “Anye Elite” Ellis, to handle the campaign’s creative and digital strategy, marking one of the earliest examples of his firm’s ability to fuse culturally conscious design with performance-based advertising.

🎯 Objectives

Raise awareness of available STD testing and treatment resources
Run a geo-targeted PPC ad campaign focused on high-risk zip codes in Chicago
Reduce stigma and boost engagement with culturally fluent design and messaging

🛠 Ellis Island Entertainment’s Contributions

🎨 Graphic Design

Created visually striking, affirming digital and print assets tailored to Black and Brown LGBTQ+ communities
Centered design language around health empowerment, not fear or clinical sterility
Delivered materials across multiple channels: social media, email, and on-the-ground outreach

📈 PPC Campaign Management

Deployed a data-driven, geo-specific campaign across Google Ads and social platforms
Targeted users based on behavioral and demographic indicators
Monitored and optimized ads in real-time to maximize engagement and conversion to local testing services

📊 Results

Significantly increased public awareness and service utilization within the campaign’s target region
Offered a template for culturally specific public health advertising
Proved the effectiveness of digital-first outreach models for marginalized communities

💡 Why It Matters

“The people most at risk deserve the clearest, most affirming message possible.”

Through Ellis Island Entertainment, Aigner laid the groundwork for what would become Icon City’s public health and cultural communications arm, demonstrating that when community meets strategy, impact follows.

🔗 Want to Partner With a Media Team That Gets It?

Whether you're a public agency or community org, Icon City (formerly Ellis Island Entertainment) can help you reach your audience with clarity, empathy, and precision.

📩 Exploring Synergy with Icon City🧠 Explore more public health campaigns at IconCityNews.com🖤 Help fund culturally competent messaging via Icons Rising