hhs covid- 19 public education campaign...cdc digital/social flu vaccine campaign $ 1.2m 239m...
TRANSCRIPT
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A campaign to increase vaccine acceptance and reinforce basic prevention measures SERVICES
HEALTH
HHS COVID - 19
PUBLIC EDUCATION CAMPAIGN
December9 , 2020
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Discussion Topics:
Team FMG
Campaign Challenges and Goals
Campaign Approach
Our Progress
Q&A
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Team FMG
Creative Media
XVMLY & R Wavemaker 2 REINGOLD
FORS MARSHiHeartMEDIA
GROUPMulticultural Crisis
Prime bar THE
HISPANICCOMMUNICATIONS NETWORK
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The Challenge of a Complex and a Large
CampaignLessonsfrom Census:
Urgency
Adaptability
Complex Behavior:
42% of U.S. adults say they would not get a vaccine
Trust remains a significant barrier
Continued compliance in other preventive behaviors
Large Campaign:Multiple audiences with different needs
Integration of activities
Metrics and microtargeting are crucial
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Campaign Goals
COMBATCOVID.HHS.GOV
Increase vaccine acceptance whilereinforcing basic preventionmeasures (e.g., mask wearing,social distancing, handwashing).
Support activities related to COVID- 19clinical trial enrollment, plasmadonation, and flu vaccination.
JOIN A CLINICAL
TRIAL FORCOVID
TREATMENTStrials hope for people and
find better for courother conditions
Connect the public with governmentinformation about COVID-19. keepingyour
Thankyou
for
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Campaign Approach
Flexible framework Balanced goals Data-driven decisions Rapid response
Tier 1 : National EngagementReach diverse target audiences across country with lifesaving information .The Vaccine Confidence messages will be tailored to appeal to the “Movable Middle .”
Tier 2 : Heavy -Up in Vulnerable Communities
Provide relevant information to audiences who are disproportionately impacted by COVID -19 in terms ofprevalence and likelihood of severe infections or death .
Seniors 65+ ), people with comorbidities , frontline workers , and racial/ ethnic populations disproportionatelyaffected by COVID -19, including Black / African American , American Indian and Alaska Native (AIAN , Hispanic,and American Pacific Islander populations.
Tier 3 : Urgent ResponseDeliver on urgent or emergent needs or outbreaks requiring a unique, timely response from reserved resources .
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Contract Scope and Activities
Messages andMaterials Production
Paid and Earned
Media Distribution
Research and
EvaluationStrategy andPlanning
Project management
Strategy development
Market segmentation
Campaign advisory
panel
TV , radio , print, and
digital ads
CampaignwebsiteResourcesto support
partnershipefforts
Collaboration with
HHS agencies andspokespeopleEarned media
activities and events
Literature reviews,
environmentalscans,
data analysesMarket research
Creative testingEvaluation
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Imperatives
Speed to market
Informed by research
Culturally relevant
Integrated campaign
Supply and demand
Change takes time
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Accelerating Timelines :
Balancing need for rigor with necessity of the moment :
Research " informed communications
HHS Science Review Panel in lieu of consumer testing
Running some activities concurrently (in-market assessment )
Leveraging our experience with government review processesOffice of Management and Budget (OMB) Package reviewed in record time
Internal Facts Database and Content Group Review before submission
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Flexible Schedule to Adapt ContinuouslyIn-Market Campaign Schedule
KeySegmentation Over Time
Adapt to latest developments of the
CDC Flu
CampaignWave
Strategy ProductionSession
Creative
Testing
CampaignMaterialsInMarket
Slow the SpreadCOVID- 19 and vaccine situation
Vaccine Confidence
Sync communications with emerging Tell Me More
Wave 1
research and data insightsWave2
Wave 3Repeat cadence : unifying strategy
session , creative testing , production ,Wave4
Wave5
and in- marketexecutionWave 6
Wave 7* Dates are representative for visual purposes
Dec Jan Feb Mar Apr May Jun Jul Aug SepHHS COVID -19 PUBLIC EDUCATION CAMPAIGN 10Draft for Discussion Purposes Only Pre- Decisional
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COMBATCOVID.HHS.GOV
HOME NEVER HAD COVID - HAVE COVID 19 RECOVEREDFROMCOVID -19 IM A DOCTOR
I'veNever COVID- 19
Join Prevention Triale
COVID-19
AND YOUHave COVID - 19
Finda TreatmentTrial
Activities in Progress
combatCOVID.hhs.gov
Information to helpyoumake
decisions aboutyour healthand what you cando to join
the fightagainst COVID- 19 .
I'veRecovered from COVID - 19
DonatePlasma
I'ma Doctor
Treatment Options and Trials
In close collaboration with NIH, we developed a new
website with the first pages focusing on vaccine andtreatment clinical trials . The soft launch was on
November 24
INTRODUCTION
Everydaywelearnmoreabout coronavirusthatcausesCOVID- 19.Scientistsanddoctorsworkingon thisdiseaseneedyourhelptodevelop
andeffective andmedicinesfor preventingandtreatingCOVID- 19thatwillhelpus Clinicaltrialsneedpeoplefromallagegroups, andbackgrounds thiswebsite,youcan findinformationaboutclinicaltrialsyoucanparticipateinas wellaswaystodonatebloodandplasmathatwill leadto preventionandtreatmentbreakthroughsto benefiteveryone.
EnsuringInclusioninClinicalTrials
We wanttoensurethat peopleregardlessof their raceor ethnicitydisabilityareincludedinCOVID-19 clinicaltrials.Therecanbenobarriersforat-riskcommunitiesto enrollin clinicaltrialsdueto costsoraccessorlackof information.Becauseclinicaltrialsevaluatewhether medicalproductissafeandeffectivefor all populationsenrollmentshouldincludeindividualsof all racesandethnicitiesaswellas thosewhohavedisabilitiesOnlywithrepresentationfromallgroupsofpeopleinclinicaltrialsforregulatedmedicalproductswillwe be abletohelpresearchersfindbetterpreventionsandtreatmentsthat workfor allcommunitiesandhelpus winthefightagainstCOVID- 19.A Spanish-languageversion went live on December 9.
A paid search campaign is planned to promote the website .
I'VE NEVER HAD COVID -19
English/ Spanish social media graphics and web badges
were created to support the website launch.
WhereCan Finda ClinicalTrialfor PreventingCOVID-19 ?
We knowmuchmoretodaythan wedideven a monthago about tohealthyduringthe pandemic As scientistsandresearchershave
studiedthecoronavirusthatcausesCOVID-19 have learnedmore
abouthowthe virusbehavesandhowtoslowits spreadHealthypeople
can helpin thefight againstCOVID-19byvolunteeringtoparticipatein aclinicaltrial tohelpfinda safe andeffectivevaccineagainstthevirusSafeandeffectivevaccineswillbes partof our successin endingthe pandemicShared social media graphics with the NFL to amplify
messaging on clinical trials and send people to the website.More
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Activities in Progress“ Slow the Spread
HHS Science Review Panel completed review of two radio scripts onDecember 3
In development: A seriesof radio spots, paid social ads, and print adsdesigned to deliver scientific messagingin a way that connects emotionallyand breaksthrough across audiences
Radio : 60- and 30 - second scripts ; in market mid-December for 6 weeks
Print : Half-page newspaper ads and full-page for some audiences ; in market on January 4 for 6 weeks
Paid Social : Will run on Facebook , Instagram , Twitter , Pinterest , and Reddit ; in market on December 28 for6 weeks
Additional digital components being developed and will launch in January 2021
Budget is $36M+ and more than 1.76B impressions are expected
A prerecorded message from the Surgeon General for iHeartMedia's JingleBall pre - show will air on December 10. The message urges Americansto celebrate safely and highlights behaviors that slow the spread ofCOVID- 19.
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Activities UpcomingCOVID-19 Vaccine Confidence
Unifyingvaccine taglines developed for testing on December15
Wave 1 of vaccine radio and digital ads in marketon January 25 , 2021:Full budget is $ 137M
Staggered launch of channels late -January to March Plan will have comprehensive audience across national and local television , nationaland local radio , out-of-home, local and national print , digital , social advertising, and paid search .
Tell MeMorevaccinevideo campaignbeganon December2 with an initial budgetof $ 146K andan estimated20M+impressions. The campaignwill be expandedto includemore platformsfor a totalbudgetof $ 500K, andan estimated
impressions.
CNN publisheda story on December4 highlightingthe initial ad buy for the Campaign.
Ongoing marketingof HHS and HHS agency experts to national science writers and national, regional, and specialtyradio / outlets for example, Dr. FauciandSurgeon General with National PublicAffairs interviews via iHeartRadio.
Radio, TV, and print media engagementsare being scheduledfor the Surgeon Generalwith target audience mediaoutlets. Radio interviewwith Steve Harveyaired on December8 and his interview with the iHeartRadio PublicAffairsshow begins airing on December9 .
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Overall Potential Paid Media BudgetCommitment to spend more than 70% of contract funds on paid media
Campaign BudgetEstimated
Impressions12/7 12/14 12/21 12/28
CDC Digital/ Social Flu Vaccine Campaign $ 1.2M 239M Start Date 12/2
HHS Tell Me More Vaccine Video Digital / Social
Campaign$ 500K 83M Start Date 12/2
HHS Faster - track
Slow the Spread Radio Campaign
(two radio ads )
Start Date
12/21
Morethan 1.76B$ 36.5M
Start Date12/28HHS Slow the Spread Radio, Print, Digital/SocialCampaign
HHS Building Vaccine Confidence Campaign$ 115M
PlanninginprogressEstimated
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Communication with Leadership ,Stakeholders , and HHS Agencies
COVID-19 Campaign Weekly Brief every Tuesday" The Weekly Situation ” Research Report every FridayFocus Group Observation beginning December 15
Creative Presentations —ad hoc by Team FMG
HHS Science Review Panel completed first review December 3
Digital Working Group — multiple times per week
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Thank You !
COMBATCOVID.HHS.GOV
JOIN A CLINICALTRIAL FOR COVID
TREATMENTSformanypeopleandbetter
keepingyour
distance
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