A grant from the Centers for Disease Control and Prevention, aptly named the REACH (Racial and Ethnic Approaches to Community Health) grant, called for the Kent County Health Department to reduce racial and ethnic disparities in health. The government organization produced content, print collateral, and a new brand identity in order to promote the initiatives of the grant in a culturally intelligent manner. Assets were developed in both English and Spanish, targeting urban communities within the Grand Rapids area to increase access to tobacco free environments, access to healthy foods, and opportunities for physical activity.
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