Award-winning campaign helps citizens make informed choices to keep their community safe
In 2021, Kane developed an integrated marketing campaign for the City of Racine that resulted in a 19 percent increase in the City’s daily COVID-19 vaccination rate.
In the spring of 2021, as COVID-19 vaccinations became widely available to the general public, the City of Racine in Wisconsin needed to quickly educate the community about the availability of the vaccine and how eligible individuals could access it locally, should they choose to become vaccinated. With a diverse and bi-lingual population and varying levels of trust regarding the safety of the vaccine, it was important to ensure this message was delivered to the community through trusted sources.
Kane’s crisis response plan for the City of Racine’s COVID-19 vaccination campaign won a Gold award in the 2021 MarCom Awards competition, one of the oldest, largest, most-respected creative competitions in the world.
“The uptick in Racine residents choosing to get vaccinated couldn’t come at a better time. As the Delta variant continues to spread, Covid cases are on the rise locally and students are returning to the classroom.”
SOLUTION
Kane Communications Group created a campaign strategically focused on encouraging the 60 percent of Racine’s population who hadn’t been vaccinated, to get vaccinated. With the campaign particularly targeting minority and younger populations, Kane applied additional tactics to reach those audiences through community engagement and bilingual communications.
The campaign included the following strategies:
Use of attitudinal targeting to focus messaging on individuals who are hesitant to get vaccinated
Development of an Influencer Toolkit to be used by secondary/influencer audiences and “vaccine champions” - recognizable individuals from the community
Creation of standard graphics for organic and paid social media promotion
Promotion of vaccine incentives using paid, digital and social media advertising
Creation of a series of “bust-a-myth” messages in English and Spanish
Test messaging using digital media outlets
Utilization of paid, traditional and digital media
Use of organic social media
RESULTS
Kane’s efforts with the City of Racine showed clear engagement with the public, providing the education the city needed to make informed decisions about getting vaccinated.
From the campaign’s start through August 2021, Kane’s efforts resulted in a 19 percent increase in the daily vaccination rate
From 8/18 – 9/3, a total of 1,931 individuals received their first dose of the vaccine
Nearly 50 percent of Racine County residents were fully vaccinated by Sept. 16, 2021
This crisis response plan won a Gold award in the 2021 MarCom Awards competition, one of the oldest, largest, most-respected creative competitions in the world.
