Conceptualization of a health literacy campaign began in June 2004 with the creation of the Saint Louis Regional Health Commission’s Health Literacy Task Force. The Task Force was charged with the development of executable health communications and health literacy program initiatives that were aligned with the Regional Health Commission’s strategic objectives to improve access to health care services, reduce health disparities, and improve health outcomes for the medically underserved population of the Saint Louis metropolitan region. At its inception, the Task Force identified several key behavioral theory constructs on which to base an intervention strategy.