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Community Health Care Association of New York State: Rebranding fifty years of public health advocacy
Established 50 years ago to give a voice to the state\u2019s network of community health centers, the \u200bCommunity Health Care Association of New York State\u200b is \u200bnow seen as one of the premiere primary care associations in the \u200bU.S. \u200bCHCANYS works to increase access for those who would otherwise go without care through advocacy and education, and also creates new programs and initiatives that showcase community health centers as centers of excellence.
Today, 70 federally qualified centers with nearly 800 community health care sites statewide serve nearly 2.4 million New Yorkers\u2014providing high-quality, patient-centered, community-based care to anyone\u2014regardless of their ability to pay. \u200bCHCs are located in medically underserved areas throughout New York State, and provide a range of services including primary and preventive care, behavioral health services, dental care and substance abuse services in a culturally and linguistically appropriate setting.
rayogram\u200b w\u200borked with the organization to design its new branding, messaging and \u200bwebsite\u200b. Our extensive Ideation phase touched on all key stakeholders (over 60 individuals statewide). And our Iteration phase has included continual evolution of the new brand name, logo, and tagline. The project also resulted in a new website incorporating the new brand.
Our detailed roll-out plan anticipated: sharing research findings at an Annual Retreat; presenting the newly designed brand at an Annual General Meeting; delivering a branding report documenting detailed project history, including discovery, research and key findings for final internal approval; and presenting a 50th Anniversary video at an Annual Conference; training to adopt collateral; outreach at a new legislative session in Albany; and, ultimately, rollout of a new website.