COVID-19 VACCINATION COMMUNICATION OUTREACH STRATEGY
Transcript of COVID-19 VACCINATION COMMUNICATION OUTREACH STRATEGY
GOALS
• Encourage as many eligible Nevadans as possible to getCOVID-19 vaccine
• Inclusive effort, embracing Nevada’s diverse communities
VACCINE SKEPTICISM DRIVEN BY:
1. Concern about safety and side effects from COVID-19 vaccines
2. Speed of the clinical development process3. Distrust in the political and economic motives of the
government and corporations4. Established and novel conspiracy theories involving
vaccines
STRATEGY: 3 MILLION REASONS
This icon represents Nevada’s 3 million residents, each of whom is one of our 3 million reasons to promote COVID-19 vaccination.
EXAMPLES
HER REASON
HUGGINGGRANDKIDS
OUR REASON
GETTINGTOGETHER
THEIR REASON
SINGING IN THE CHOIR
OUR REASON
PRESERVINGTRADITIONS
MESSAGING BEST PRACTICES• Lead with empathy in messaging efforts —goal = protect all
Nevadans, keep them safe and healthy• Appeal to desire to protect loved ones• Ask group influencers to help deliver messages to individual
groups• Respect audience’s independence: get informed• Acknowledge questions and concerns with respect and
understanding• Remind audiences of human connection —getting back to
the people and events we miss so much
PARTNER RESOURCES
• Existing materials on “Partner Resource” page
• Videos• Flyers• Fact sheets• Stickers• Social media posting guide
• Co-branding opportunities• Local/regional media support
SOCIAL MEDIA – BEST P RACTICES, SAMP LES:
Caption: Everyone has a reason for getting their COVID-19 vaccine —what’s yours? Visit nvcovidfighter.orgto use the vaccine locator or to find answers to your questions from Nevada’s medical experts. #3millionreasons #everynevdancounts
Caption: At Immunize Nevada, we miss fun office moments like these, bonding as a team and stopping for a selfie while ensuring all Nevadans have access to life-saving vaccines. We can’t wait for our next smiling selfie. What’s your reason for getting a COVID-19 vaccine? #3millionreasons
Caption: What’s your reason for getting your COVID-19 vaccine? Whether you’re already vaccinated or eagerly awaiting your turn, post a picture using #3millionreasons, and tell us your reason. Because every Nevadan deserves protection against COVID-19, and #everynevadancounts.
FACEBOOK AND INSTAGRAM GRAPHIC
TWITTER GRAPHIC
OUTREACH TACTICSMEDIA TACTICSBuses – interior and exterior (urban)Bus shelters (urban)Outdoor billboards (urban, rural)Newsprint (rural)Digital ads (urban, rural)Streaming video (urban, rural)Broadcast TV (urban, rural)Broadcast radio (urban, rural)Cable TV (urban, rural)Social media – organic and paid posts (urban, rural)
COMMUNITY/GRASSROOTSIn addition to paid and social media, grassroots outreach efforts will also take place in rural and underserved communities.