Across the two campaigns, Hatcher developed multi-faceted ad strategies focused on outreach materials, programmatic and Facebook ad campaigns, digital media, PSAs, motion graphic videos and streaming radio. Our research indicated that the pandemic hit Black and Hispanic communities significantly harder than white communities, elevating the urgency to help the most underserved communities get vaccinated. We developed flexible, thoughtful communications assets to break down these barriers with straightforward information on how to get vaccinated, where to access the vaccine and to reach residents where they lived and spent their time, specifically social media.
We began the campaign with a detailed messaging map, targeting each group’s motivations, concerns, and most trusted sources, with a focus on helping, inspiring, and informing residents about COVID-19 vaccines. We created messaging in both English and Spanish, and then designed collateral in easily adaptable formats (PowerPoint Presentation, Canva, etc.) to allow us to change the copy as frequently as needed. With COVID-19 vaccine messaging, this is every week, if not every day. The messaging map became our “North Star,” allowing us to rapidly adjust messages based on new information.
We developed a social media toolkit for an organic social campaign on Facebook and Twitter, as well as digital and programmatic ads, and streaming radio. We filmed five :30 PSAs with community leaders, like state delegates, pastors, and community organizers, and we continually adjust our messages to reach audiences who we predict would become high priority in upcoming weeks.
We created materials that could reach residents in every corner, from bus shelters and posters in local businesses to postcard mailers and door hangers.