Combatting COVID-19 and influenza with targeted digital media strategy
Behind every COVID and flu vaccination administered is a unique human story. With a goal of persuading hesitant Nebraskans in under-vaccinated communities to seek immunization against COVID-19 and influenza, we set out to equip them with sound information and relay the personal experiences of peers they could trust. This campaign was tied together with one big idea: Live Life Uninterrupted.
Organizing a statewide stand against diabetes
Next, we leveraged the momentum of our successful trusted voices theme to inform Nebraskans about risks and resources associated with diabetes. This campaign served audience members with commonly overlooked facts about the warning signs of diabetes — persuading them to take UNMC’s online diabetes risk assessment and reclaim control over their own health outcomes. This multi-stage campaign primed the audience with the encouraging, powerful message “My Health Matters.” A 60-second video spot broadened the scope of the issue with the proclamation,“Nebraska’s Health Matters.” Tying the whole campaign together was the bold call to action, Take Charge of Your Health.
Meeting millions in their moment
The digital arm of each of our two consecutive campaigns was designed to meet people in their moment. Both communication strategies spanned traditional and digital media. Our message greeted commuters from billboards, in addition to postcards, flyers, fact sheets and even table tents.
Digital ads were served to specifically curated audiences through video and static creative across Facebook, Instagram, programmatic display, video pre-roll, CTV and Hulu.
We extended our message to non-English speakers by ensuring that materials were also translated to Spanish and served to Spanish-speaking Nebraskans.
We extended our message to non-English speakers by ensuring that materials were also translated to Spanish and served to Spanish-speaking Nebraskans.
Converting digital advocacy to empowered Nebraskans
Live Life Uninterrupted: Our vaccine confidence campaign’s overwhelming success resulted in 13.9 million impressions and nearly 33K clicks.
Take Charge of Your Health: Our diabetes awareness campaign reached even more Nebraskans, resulting in 16.9 million impressions and more than 34K clicks.
