This is the story of two beneficiary agencies in the UJA-Federation of New York network. One is the New York Legal Assistance Group (NYLAG), which came to the Management Assistance Program (MAP) for help in developing brochures for a new project. The other is Beth Israel Medical Center, a unit of Continuum Health Partners, which provided this help — and more.

It all began in July 2002, when NYLAG was anxious to obtain greater visibility for a special program it had recently created, then called the Medical-Legal Assistance Project and since renamed LegalHealth. This project — a bridge among attorneys, health care professionals, social workers, and health advocates — brings free, expert legal assistance to medical providers at hospitals and health care centers, to community organizations serving those with serious and chronic health care needs and to low-income families seeking preventive medical care. Among its elements are on-site legal clinics, extensive training and a resource directory.

The NYLAG professionals in charge of the project recognized that attractive written material describing LegalHealth and its advantages would make many more individuals in its target audience aware of the service. But NYLAG did not have writers or designers on its staff, nor did it have a budget to pay for printing.

“We felt that we needed brochures to reach out to the groups we work for,” said Randy Retkin, the director of LegalHealth. “Up to this point, it had been word of mouth, which we understood was not sufficient in getting our message out to large numbers of people.”

So Ms. Retkin, director of LegalHealth, contacted Marcia Kublanow, a MAP program manager, for aid in achieving this goal. Ms. Kublanow, who has had broad experience in managing publications and in utilizing writers and designers, immediately realized what was required.

Underwriting The Cost

“I suggested that two small pamphlets be prepared, one for doctors and other professionals and the other for consumers and community groups,” said Ms. Kublanow. “And then, as we do with all MAP projects, began thinking about who on our roster of pro bono consultants would be a fit for this assignment.”

Before joining UJA-Federation, Ms Kublanow had worked with Kathy McGovern, who is now corporate vice president of marketing and communications for Continuum. Since Beth Israel is one of the partnering hospitals of LegalHealth, Ms. Kublanow approached Ms. McGovern, who promptly and enthusiastically volunteered to have Continuum connect to the project by bearing both the cost of the professional talent and the printing of two pamphlets.

In addition, Ms. McGovern recommended a writer and a graphic designer she had used on previous assignments — Vanessa Warner of Vanessa Warner Public Relations and Lauren Miller of MDesign. Ms. Warner and Ms. Miller agreed to participate and served as consultants on the project, meeting frequently with Ms. Retkin of NYLAG and her associate director, Julie Brandfield.

Their objective was to tell, in words and pictures, about the special legal needs — such as obtaining government benefits, navigating insurance coverage, and managing debt — in which LegalHealth lawyers can help patients. The format focuses on the unique legal issues that directly impact quality of life and access to medical care for people with limited financial resources.

At Beth Israel, the brochures have been used as an integral part of two introductory training sessions organized by its social work department. One, devised for social workers, covered public benefits, immigration and housing, while the second session for physicians dealt with the problems of medical neglect. Beth Israel social workers also give the brochures to individuals who may lack collaborative legal and medical services.

A Match Made In Heaven

“It was a match made in heaven,” said Ms. Retkin about the preparation of the pamphlets. “We all sat around and decided what was necessary. The next thing I knew, they came back not only with draft brochures in layout, but with our new name!”

“I was impressed that the brochures read so easily and told our story so well,” said Ms. Brandfield. “We did some editing, but largely we deferred to them because of their professional ability.”

The brochures were printed last December and have since been distributed, with hospital or other organizational logos added when appropriate. They have already been found to be extremely useful by many chronically and seriously ill patients, as well as by medical professionals and social workers at educational meetings on legal issues held at private and public hospitals.

“I was completely pleased with the results and would recommend MAP to anybody,” said Ms. Retkin. “In fact, NYLAG is anxious to use MAP again on other programs. We’re accustomed to providing quality, free legal services to others and we’re so grateful when someone provides quality services to us.”