Brand Copy
Freedom Farm Brand Copy
StarMed’s purpose has always been to increase access to affordable healthcare for West Charlotte families. Through primary care, urgent care, and COVID-19-related services, they’ve provided medical care to thousands who otherwise wouldn’t have been able to afford it. In serving these families, one common issue continued rising again and again as a cause for chronic illness: Food insecurity.
Food insecurity often leads to poor nutrition, which can have a lifelong impact. People living in food insecure areas have a higher chance of developing chronic illnesses like diabetes, heart disease, obesity, higher chances of stroke, and even increased risk of cancer. StarMed created a new urban farm system in West Charlotte that provides a sustainable source of locally-grown food access and can help reduce food insecurity in the community.
The copy for Freedom Farm was important. We needed to communicate WHY a healthcare company was growing a farm and HOW the farm could help increase the health and well-being of Charlotte families for generations to come. The manifesto is the star for this project, but you’ll also find the landing page copy below.
Here's what I wrote:
MANIFESTO
For decades, West Charlotte has been defined by lack.
Low income. Underserved. Uninsured and underinsured. Less access to education.
While the rest of the city continues to develop…expand…flourish, the families of West Charlotte are only left further behind.
As a healthcare company dedicated to serving these families, we see every day just how tall the barriers these communities face really are.
Since StarMed opened its doors, it’s been our purpose to increase access to affordable healthcare for West Charlotte families. Through primary care, urgent care, and COVID-19 testing, vaccination, and treatment, we’ve provided medical care to thousands who otherwise wouldn’t have been able to afford it.
We’ve also spent time within these communities, talking with our neighbors, the people who live in these communities often deemed “underserved.” And we’ve seen a common trend: Food insecurity.
Food insecurity (or food inadequacy) is the lack of consistent access to enough food for everyone in a household, particularly high-quality, nutritious food. Food insecurity is higher in lower-income areas, like those in West Charlotte.
Should a healthcare company be paying attention to food access? Absolutely.
Food insecurity often results in poor nutrition. When people don’t have access to properly balanced diets with fresh fruits and vegetables and opt to eat fast food or processed frozen meals (because that’s all that’s available to them, it has a profound impact on their lives.
There’s an inarguable correlation between poor nutrition and increased chances of developing chronic illnesses like diabetes, heart disease, obesity, higher chances of stroke, and even increased chances of cancer.
Food-insecure areas also have a higher death rate and lower life expectancy than non-food-insecure areas.
Basic needs of the families we serve are not being met.
Clinical care can only go so far. It’s time to go deeper.
When we think about healthcare, we often think of doctors, lab tests, and medication.
But what if we could prevent health issues through high-quality food access?
Most of West Charlotte is considered a food desert: A low-income area where most residents don’t have access to a full-service grocery store or supermarket carrying nutritious food.
Fresh fruits? A luxury. A trip to the grocery store? An hour-long commute (one way) on a bus (thanks to lack of transportation) which often results in purchases like processed bread and potato chips because they’re easier to carry on a city bus than a bulk jar of olive oil and bags of fresh produce.
And when we look at food costs, the things that are white are the things that are inexpensive: potatoes, rice, pasta, and bread. If a family is trying to make ends meet, how can they choose a head of broccoli over two loaves of white bread when they’re the same price?
The two biggest barriers are low income and lack of transportation.
We have a solution to both: Urban farming.
Our new urban farm system in West Charlotte will help eliminate barriers to nutrient-rich foods and change the lives of the families we serve.
Not only will it provide access to locally-grown produce; it will educate the people on why nutrition is so important and teach practical ways everyone can incorporate more fresh fruits and veggies into their diets.
It will reconnect these families to their food source and help them build simple but life-changing habits to improve their health now, and the health of generations to come.
For decades, West Charlotte has been defined by lack.
It’s time to change that story.
Together, we can level the playing field.
Are you with us?
Good.
MISSION STATEMENT
To bring West Charlotte residents right to the source of their food and empower them to take control of their health. By increasing access to nutrient-rich produce, showing people the impact food has on their overall health, and teaching practical and sustainable ways to incorporate better nutrition into their lives, our urban farm will help prevent chronic illness for generations to come.
LANDING PAGE COPY
A NEW URBAN FARM IN WEST CHARLOTTE
Preventing chronic health issues by increasing access to healthy, high-quality food
When we think about healthcare, we often think of doctors, diagnoses, and medication.
But what if we could actually heal chronic illnesses and even prevent health issues through high-quality food access in Charlotte’s underserved areas?
Thanks to urban farming, we can.
Urban farms provide a sustainable source of locally-grown food access and can help reduce food insecurity in urban areas.
Urban farms can reverse food insecurity
Food insecurity (the lack of consistent access to enough food for everyone in a household, particularly high-quality, nutritious food) often leads to poor nutrition, which can have a lifelong impact.
People living in food insecure areas have a higher chance of developing chronic illnesses like diabetes, heart disease, obesity, higher chances of stroke, and even increased risk of cancer.
Our new urban farm, Freedom Farm, is tackling the three main challenges that lead to food insecurity:
- Lack of transportation: Families in West Charlotte have very few healthy food options nearby. And many don’t have regular access to a car, meaning they have to rely on public transportation just to go to the grocery store. So, we’re bringing fresh fruits, vegetables, and eventually meat right to their neighborhood.
- Cost of fruits and vegetables: If a family is trying to make ends meet, how can they choose a head of broccoli over two loaves of white bread when they’re the same price? Fruits and veggies at Freedom Farm will cost a fraction of what grocery stores charge.
- Education: Access to the right food is only half the battle. Many families don’t know the truth about what’s good for them and what’s not, or even how to cook healthily. We’ll have regular community education classes on nutrition, cooking techniques, and gardening basics.
Ready for your own curiosity, strategy, and obsession?
Whether you need a brand voice, manifesto, full website copy, social content, or maybe a tagline for one of those banners planes fly over busy beaches, I’ll help you tell your story in a way that connects you with your audience, and keeps you top of mind and close to heart.
