Keep Placer Healthy
Define
Objective
In response to the COVID-19 pandemic, Placer county partnered with a local non-profit to protect the health and safety of county residents by encouraging them to wear masks, get tested and get vaccinated through an ongoing awareness campaign.
Role
Creative Director
Designer
Industry
County Government Public Health
Services
Visual Identity
Brand Expansion
Print Collateral
Digital Campaign
Website & Email
Promotional Items
Signage
Deliverables
Brand Guide
Digital Campaigns
Business System
Brochures and Flyers
Presentations
Apparel
Clinic Signage
Posters and Banners
Social Media Graphics
Design
We started with a logo and color palette, but quickly learned that this brand needed to scale as the business expanded into new specialties and states across the country.
Target Audience
Vaccine-hesitant residents of Placer County, California.
Intended Action
Direct audience to www.SleevesUpPlacer.org for more information about mobile vaccine clinics in the area.
Challenges and Constraints
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?
Messaging Strategy
Our 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.
Execute
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.