Placer County COVID-19 Response Campaign.
Overview
Client: Placer County Health & Human Services & Placer Community Foundation
Sector: County Government & Local Non-profit, Public Health
Services: Creative Direction, Design
Tools: Illustrator, InDesign, XD, Photoshop
Agency: Prosio
Define
Role: Creative Director, Designer
Problem: In response to COVID-19, the county partnered with a local non-profit to protect the health and safety of Placer County residents by encouraging them to wear masks, get tested and get vaccinated through an ongoing awareness campaign.
Challenges:
What channels would reach Placer County residents?
How do we incentivize people to get vaccinated if they are hesitant?
How do we reinforce the importance of wearing masks and getting tested, even after vaccines are widely available?
Research
Target Audience: Vaccine-hesitant residents of Placer County, California.
Social Channels: Facebook, Instagram, Twitter
Objective: Reinforce the importance of protecting our community with three behavior change campaigns- masks, testing and vaccines. Direct audience to www.SleevesUpPlacer.org for more information about mobile vaccine clinics in the area.
Strategy
The Keep Placer Healthy COVID-19 Response Campaign has three strategic messages:
Wear masks. Masks are critical to prevent the spread of COVID-19 or the Delta Variant.
Get Tested. Make testing sites widely available and easy to find. Remind audience to get tested before returning to work if they have any symptoms.
Get Vaccinated. Encourage those who are hesitant to get vaccinated with incentives such as gift cards.
Ideation & Prototypes
We created an umbrella brand— Keep Placer Healthy— to house the three initiatives. Keep Placer Healthy represents the overall effort to keep our community safe from COVID-19. Masks Up emphasizes the importance of prevention through masks. COVID-19 Check encourages people to get tested at one of the available testing sites if they have symptoms. And Sleeves Up Placer incentivizes vaccinations.
Collateral
Results
Established Keep Placer Healthy brand presence and increased engagement, primarily through Facebook and Twitter.
Increased county-wide vaccination rates within 6 months.
Partnered with SNAP nurse mobile clinics to coordinate over 50 outreach events for vaccination and testing.
Partnered Placer Community Foundation (non-profit) with Placer County Health and Human Services Department (local government) to expand funding.
Designed & assembled over 1,000 gift bags with informational collateral, stickers, hand sanitizer and masks.