To ensure our messages were inclusive of all South Carolinians, we secured placements in publications in areas that were heavy-hit with the virus. This included creative that ran specifically in rural areas where African-American and Hispanic populations were being affected.
Understanding that social influencers play a large part in credible third-party endorsements, we put together a toolkit of campaign assets for these popular social media mavens to share the Slow the Spread message in their own words.
We kicked off the campaign dispelling rumors and sharing tips to slow the spread, then transitioned into messaging encouraging South Carolinians to get tested. Near the end of 202o, we introduced a podcast featuring local physicians talking about issues related to the pandemic.