The Background
In response to an increased interest in travel, and goals to increase vaccination rates, we partnered with the Centers for Disease Control and Prevention (CDC) to develop a nationwide COVID-19 vaccination awareness campaign to educate both domestic and international travelers on vaccinations and protective measures they should take.
Campaign Objectives
Motivate travelers to protect themselves, their loved ones, and the communities in which they live and travel.
Increase number of COVID-19 vaccinated travelers and strengthen public trust in the CDC.
Identify and target specific hard-to-reach groups most at risk/least likely to be vaccinated.
Raise awareness surrounding safe travel protocols for both international and domestic travelers and generate more site traffic to CDC’s website.
Solution
Through proprietary research on multicultural populations, primary qualitative research in the form of nationwide surveys, and four sets of focus groups, we concluded that the target audiences included Gen Z and Millennial populations, with a special focus on African Americans.
We conducted message testing with both CDC stakeholders as well as online focus groups to create clear, actionable, and accessible messaging.
Our media campaign launched with a focus on digital media, as well as gas stations, TV and radio. Our digital media efforts were tracked using a KPI dashboard, as well as progress reports and meetings, along with organic social media performance, and influencer campaign metrics.
The campaign resulted in measurable increases in both vaccinations in the areas of interest and site traffic. During the campaign, engagements that led to conversions increased from 8.5% to 20.2%.
Our campaign accounted for 8.8% of all visitors to vaccines.gov in the U.S. during the Oct. 21 – Dec. 31, 2021 period.
Understanding, Approachable Content
Across tactics, messaging aimed to be sensible, confident, kind, and empathetic. Leaning on trends, trusted voices, and understanding the needs of the target audiences allowed content to meet the audiences where they were.
Agency: Sensis