With a limited budget, encourage wary families to get COVID-19 vaccines as vaccination numbers were declining.
Strategy
Field Group focused on everyday individuals that received the vaccine because they were essential workers, could not self-isolate, and were concerned about their and their family’s health. These individuals spoke directly to our audience’s hesitancy and fears, while encouraging them to get vaccinated.
Field Group interviewed people for a series of 30-second videos for Spanish-language digital and television ads, ran the audio on Spanish-language radio, and created print ads featuring them in the local Spanish-language newspaper. We paired the paid media with posts on social media and posted full-length videos on the YNHS website with vaccination information and details about where to receive the vaccine.
Goal
Educate and inspire people to get vaccinated against COVID-19.
Outcome
Our primary measurement to judge success was website visits. During the campaign, YNHS's website visits rose 80% for those with browsers set to a Spanish-language preference.
Website visits rose 80% for those with browsers set to a Spanish-language preference.
