COVID-19 Public Education Campaign 

Overview

The U.S. Department of Health and Human Services (HHS) contracted with Fors Marsh Group and a team of agencies, including CMRignite, to implement a national COVID-19 Public Education Campaign to provide clear, accurate, and actionable information to educate the public about how to combat COVID-19 and the flu, including the benefits of vaccination. Building on our experiences working in this space for over 25 years, we led efforts targeting Black/African Americans.

Services Provided

Research, Strategic Planning, Brand Consulting, Media Planning & Buying, Public & Media Relations

Our Solution

CMRignite developed a multi-pronged national communications campaign to address the needs of the Black/African American population, including research/strategy, creative development (photography, videography, television, print, social media, digital), media planning and buying, earned media, and partnership development. Bringing trusted messenger voices to the forefront, we placed Black physicians in national programming to serve as trusted messengers and advocated for getting vaccinated. We also designed, planned, and hosted local in-person “Stay Well Health Fairs,” designed to bring health related resources to Black communities across the country. This campaign resulted in thousands of Americans getting vaccinated against COVID-19 and the flu. Nearly 70% of Black Americans say they have seen or heard media content from the HHS COVID-19 Public Education Campaign and nearly 90% of Black Americans say they received a COVID-19 vaccine or will get one as soon as they can (this percentage was at 57% at the beginning of this campaign). CMRignite now has relationships with more than 140 Black media outlets and more than 100 Black newspapers.