During the COVID-19 pandemic, The City of Salisbury wanted to encourage more non-English speaking residents to get vaccinated and have a follow-up booster.
Council tasked us with creating and implementing a creative strategy to engage the community, address misinformation and, ultimately, increase community vaccination rates.
We interviewed community leaders from different cultural groups and used their insights to develop the campaign messaging.
These messages were then translated into various languages for a multi-channel marketing campaign which included fact sheets, flyers, posters and social media posts. We also created a series of videos with local cultural group leaders recorded in their first language as well as in English. To maintain campaign cost-effectiveness, local leaders were encouraged to share the campaign materials on their social media platforms and other communication channels.
We conducted follow-up interviews with representatives from local community groups who said our campaign helped ease people’s confusion about the COVID-19 vaccination and made them feel more confident about booking their follow-up booster.
