Renown Well being coordinates a lifesaving neighborhood vaccine rollout
Even earlier than the vaccine was obtainable, the advertising and marketing and comms group was exhausting at work gathering information to persuade individuals to get the shot. It’s a winner for COVID-19 Communications in PR Every day’s Nonprofit Communications Awards.
In early 2021, Renown Well being, serving northern Nevada and northeast California, was recruited to assist the Washoe County Well being District distribute the COVID-19 vaccine to the neighborhood. The advertising and marketing and communications group was tasked with navigating a really fluid vaccine rollout throughout the neighborhood because the CDC and native authorities businesses started figuring out “tiers” for distribution, coordinating with Renown Well being to offer the initially restricted doses of the vaccine to eligible individuals once they grew to become obtainable.
The Renown advertising and marketing and communications group had already began amassing and reviewing nationwide and statewide analysis in 2020 to know buyer sentiment a couple of vaccine that was, on the time, nonetheless in growth. The analysis recognized points like considerations about unwanted side effects, the risks of a rushed vaccine and the potential for getting COVID-19 from the vaccine as high considerations amongst all demographics
These findings guided the content material, tone and messaging that might deal with what the neighborhood wanted to listen to. To facilitate the vaccine rollout, the advertising and marketing and communications group coordinated marketing campaign images, b-roll video and images for media distribution; in addition they wrote content material, developed academic and motivational messaging, wrote media releases, coordinated media excursions and interviews, and way more.
The group developed VAX FACTS messaging to reply questions, calm fears and promote COVID-19 vaccines within the early days when misinformation was rampant and the provision and eligibility have been restricted. As vaccine availability expanded, VAX ON messaging was used on a number of platforms with a name to get vaccinated.
Blogs, movies and infographics have been created to share information concerning the vaccine. The group despatched media releases and fielded media requests, coordinated interviews with subject material consultants, held media occasions, and took part in common well being district media calls. Paid promoting in each Spanish and English used print, digital, billboards, radio and TV.
Because of the group’s work, Renown Well being distributed greater than 80,000 doses of the COVID-19 vaccine between January-Could 2021 at its drive-thru vaccine clinic. When vaccine distribution on the drive-thru website was accomplished, 44.4% of residents had acquired at the least one dose of the vaccine, and 51.2% have been totally vaccinated. On the finish of 2021, 61.1% of residents had acquired at the least one dose, and 71.2% have been totally vaccinated.
Congrats to Renown Well being!
