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Slow the Spread SC

Healthcare

As statewide healthcare leaders with trusted statewide brand equity, BlueCross BlueShield of South Carolina, SCHA and SCMA charged Chernoff Newman with creating a public awareness campaign to help slow the spread of COVID-19 in South Carolina.

slowthespreadsc.com

Results

We reached 75% of South Carolinians an average of 10 times each with TV. Paid social and YouTube delivered over 12.6 million impressions and resulted in 117,280 clicks/swipes. Native content delivered the most traffic to the microsite, with longer session durations than any other source.

Objective

Create a public awareness campaign to share the real facts around the importance of wearing a mask to ultimately change behavior of South Carolinians, thereby slowing the spread of COVID-19.

Strategy

Use the science behind these three healthcare brands, as well as the third-party credibility of recognizable local celebrities, community leaders and influencers to build acceptance and drive usage of mask-wearing across the state.

Tactics

We deployed digital outdoor and gas station TV, statewide OTT and linear TV and cable, radio and streaming audio, paid social on Facebook, Instagram and Snapchat, YouTube placements, newspapers across the state and sponsored content in ColaToday, GVLToday and CHSToday.

Making the campaign accessible to those who needed it most.

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.

Wear a mask became a statewide rally cry.

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.

Spreading the message, not the virus.

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.

Put our thinking to work

If you're looking to combine creativity with business know-how and are interested in results-driven, integrated communications solutions for your company, then we'd like to talk.

Making the campaign accessible to those who needed it most.

Wear a mask became a statewide rally cry.

Spreading the message, not the virus.

Put our thinking to work

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