In 2023 85% of people in King County completed their COVID vaccine’s primary series, but just 32% had received updated boosters. Public opinion research found that analogies on teaching your body how to fight COVID were helpful, vs. scaring people about health impacts, or thinking about shots as #1, 2, 3, etc. Resource Media worked with ICHS to create original, transcreated illustrations and artwork for a multicultural marketing campaign and outreach strategy benefiting communities with the most disproportionate negative effects from COVID-19.
The Situation
Our Role
For the Power Up Against COVID campaign Resource Media brought in branding and messaging expertise, a new website, print and digital assets and executed an ad campaign in multicultural media (radio, print, and online), poster distribution at cafes and restaurants, King County Metro bus ads and coloring book distribution via King County libraries and community outreach events. Content was produced in Spanish, English, Somali, Vietnamese, and Mandarin Chinese.
Visit the campaign website: www.powerupagainstcovid.com
The Impact
The campaign was positively received by members of the public and CBO partners. Collectively, it generated over 4.35 million impressions, with efficient costs per click, high engagement with the ads, and very little negative backlash. Most of the community media partners were willing to include messaging bonus added value, including extra radio spots, banners, and social posts. Since the campaign launch, the number of people who have received their COVID-19 booster shots has increased by 30,000 in King County.
