Case Study · Branding, Content Strategy & Social Media
Future Faces of Health Care
A logo, content strategy and social media content for Future Faces of Health Care, Foundation Physiotherapy & Wellness’s internship program that empowers BIPOC students to pursue careers in health care.
Be a leader of change
01 — The Challenge
More than a black square
BIPOC communities face real gaps in access to high-quality rehabilitation, and people of colour remain underrepresented in the rehab professions. Foundation Physiotherapy & Wellness set out to do something about it.
Its founders created Future Faces of Health Care: a paid internship for aspiring health care entrepreneurs of colour, built around a legacy project that improves access to rehab for marginalized communities. The program needed a voice, and a plan to reach students and turn their interest into applications.
02 — The Approach
Attract, connect, then convert
Reach built a content strategy that moves students through an audience cycle, so the program earns trust and familiarity before it asks for an application.
01
A clear voice
A brand personality for every caption: friendly, empathetic, informative, progressive and professional.
02
Three content pillars
The culture of Foundation Physio to attract, the Future Faces story to engage and connect, and the program itself to convert.
03
Built for Gen Z
Concise captions, bold and legible graphics, watermarked videos and a clear call to action on every program post.
04
A routine for reach
An optimization routine: posting 3–5 times a week, targeted hashtags and locations, a story after every post and outbound engagement.
03 — The Work
The brand, the strategy and the campaigns
Logo Design
A logo for the program: a gold diamond mark with a forward-pointing arrow, paired with a bold wordmark and the program’s blue, built in colour, white and black versions for every application.
Content Strategy2020
A content playbook covering the brand personality, messaging and post types, the specific guidelines for each content pillar and an optimization routine for Facebook, Instagram and LinkedIn.
Social Media Graphics & CampaignsFacebook, Instagram & LinkedIn
Branded graphics that introduced the program’s mission and its interns, explained what’s in it for applicants and promoted each application window. For the 2022 cohort, Reach planned and wrote the campaign in an order that educates before it asks: the mission, what’s in it for applicants, intern testimonials and the call to apply, posted as collaborations with Foundation Physio.
04 — What We Delivered
The full playbook
05 — The Result
A program with a voice
Future Faces of Health Care launched with a clear voice and a repeatable plan for showing up on social media, giving Foundation Physio’s team a consistent way to share the program’s mission and the people behind it.
The program welcomed its first interns and opened applications for its 2022 cohort, using the same strategy to bring new applicants from first impression to application.
Today, Future Faces of Health Care is still going strong, continuing to open doors for BIPOC students pursuing careers in health care.
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