Case Study: Revitalizing Vaccination Rates through Hyper-Local Messaging in Chicago

Organization: Flowers Communication ( Integrated Marketing)

Industry: Public Health

My Role: Director Creative /Strategy/Marketing 

Background:

In the face of plateauing vaccination rates in Chicago, despite the initial success of using influencers such as athletes, TV personalities, clergy, and politicians, there was a noticeable decline in the effectiveness of these channels. Recognizing the need for a more personal touch, I came up with a strategy to hyper-localize our messaging, tapping into authentic voices within each community to address fears and concerns.

Objective:

• To overcome vaccine hesitancy and revitalize vaccination rates by leveraging hyper-local influencers with deep community ties.

Approach:

• Identifying True Word-of-Mouth Advocates
• Recognizing the importance of community bonds, we sought out individuals from within neighborhoods who had already received the vaccine.
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• Aimed to dispel fears by featuring relatable and known figures in the neighborhoods rather than high-profile influencers.

Casting and Storytelling:

• Selected individuals known within their neighborhoods, such as from the store clerk to a DJ known for throwing amazing house parties, to share their personal vaccination stories.
• Crafted a list of guided questions to elicit deep and personal responses, emphasizing the authentic and culturally significant aspects of each narrative.

Production:

• Conducted two days of intensive 12-hour filming sessions with a diverse group of 11 individuals.
• Assembled a dedicated team including copywriters, editors, film crew, project managers, and city officials to ensure a seamless process.
• Executed relentless editing to produce a compelling video series within a one-week timeframe.

Distribution Channels:

• Utilized various platforms for distribution, including local influencers, the City of Chicago’s website, and social media channels.
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• Deployed traditional and digital billboards near major freeway exits to the targeted community, transit ads, and even street art all with the taste and flair of the neighborhood.
• Ensured each neighborhood had its own resident delivering the message in a unique and culturally relevant manner.

Government Collaboration:

• I presented a clear plan of action, timeline, and specific goals to government officials, gaining swift approval for the initiative.
• Worked seamlessly with the City of Chicago to align efforts and resources.

Results:

• Witnessed a rapid improvement in vaccination rates in the targeted areas.
• The City of Chicago achieved COVID-19 efficacy ahead of peer cities.

Conclusion:

The success of this hyper-local approach highlighted the significance of authentic voices in overcoming vaccine hesitancy. By engaging with communities on a personal level, we were able to create a narrative that resonated deeply, ultimately contributing to the city's success in achieving widespread vaccination.