Renown Well being coordinates a lifesaving group vaccine rollout
Even earlier than the vaccine was out there, the advertising and comms staff was arduous at work gathering knowledge to persuade folks to get the shot. It’s a winner for COVID-19 Communications in PR Day by day’s Nonprofit Communications Awards.
In early 2021, Renown Well being, serving northern Nevada and northeast California, was recruited to assist the Washoe County Well being District distribute the COVID-19 vaccine to the group. The advertising and communications staff was tasked with navigating a really fluid vaccine rollout throughout the group because the CDC and native authorities businesses started figuring out “tiers” for distribution, coordinating with Renown Well being to offer the initially restricted doses of the vaccine to eligible folks after they grew to become out there.
The Renown advertising and communications staff had already began gathering and reviewing nationwide and statewide analysis in 2020 to grasp buyer sentiment a few vaccine that was, on the time, nonetheless in growth. The analysis recognized points like considerations about unwanted effects, the risks of a rushed vaccine and the potential for getting COVID-19 from the vaccine as high considerations amongst all demographics
These findings guided the content material, tone and messaging that may deal with what the group wanted to listen to. To facilitate the vaccine rollout, the advertising and communications staff coordinated marketing campaign images, b-roll video and images for media distribution; additionally they wrote content material, developed instructional and motivational messaging, wrote media releases, coordinated media excursions and interviews, and rather more.
The staff developed VAX FACTS messaging to reply questions, calm fears and promote COVID-19 vaccines within the early days when misinformation was rampant and the supply and eligibility have been restricted. As vaccine availability expanded, VAX ON messaging was used on a number of platforms with a name to get vaccinated.
Blogs, movies and infographics have been created to share details in regards to the vaccine. The staff despatched media releases and fielded media requests, coordinated interviews with material specialists, held media occasions, and took part in common well being district media calls. Paid promoting in each Spanish and English used print, digital, billboards, radio and TV.
Because of the staff’s work, Renown Well being distributed greater than 80,000 doses of the COVID-19 vaccine between January-Might 2021 at its drive-thru vaccine clinic. When vaccine distribution on the drive-thru website was accomplished, 44.4% of residents had obtained at the least one dose of the vaccine, and 51.2% have been absolutely vaccinated. On the finish of 2021, 61.1% of residents had obtained at the least one dose, and 71.2% have been absolutely vaccinated.
Congrats to Renown Well being!
