Rhode Island Department of Health
How do you keep refreshing life-saving messages 18 months into a pandemic?
As the pandemic surged with the Delta variant, the Rhode Island Department of Health needed to keep reminding people of the availability, safety, and FDA approval of COVID-19 vaccines — while fighting misinformation and educating everyone about changeable public safety measures.
A highly targeted digital strategy helped us reach key audiences across the state. We leveraged social proof and built on prior learnings to help people realize that vaccinations (and the continuation of other safety measures) would help improve the state’s overall response to the pandemic.
Rhode Island currently ranks third in the nation in vaccination rate, with over 700,000 of the state’s 1.1 million population fully vaccinated as of September 18, 2021.
Back-to-school videos featured messages (in English and Spanish) from doctors who talked about their feelings toward having their own kids returning to school.
Paid social ads helped parents prepare themselves and their kids for a COVID-smart return to the classroom.
To fight a summer spread of COVID-19, community mitigation videos kept COVID safety measures top of mind, and reminded people that we’re all responsible for keeping ourselves and one another safe.