U.S. Department of Health
& Human Services (HHS)
COVID-19 Public Education Campaign
The “We Can Do This Campaign” really did it.
At the onset of the pandemic, CMRignite partnered with Fors Marsh and HHS to deliver life-saving information to vaccine-hesitant and vulnerable populations nationwide. The goal was to increase confidence in COVID-19 vaccines while promoting mask-wearing and social distancing, with a focus on the African American community.
We developed a multi-pronged, comprehensive national campaign that combined research-driven messaging with targeted media strategies to reach audiences effectively. The campaign ensured that critical health information was clear, accessible, and actionable for all.
The results were extraordinary. The campaign delivered more than 30 billion impressions across all media types, reaching 95.5% of U.S. adults between April and September 2021. Engagement with the messaging contributed to positive uptake of both initial vaccinations and booster shots nationwide.
