Identika was featured in LoudounNow for its Vaccine Communications Campaign. The article describes how Identika has been recognized with a gold award at the prestigious Davey Awards for their statewide vaccination campaign developed for the Virginia Department of Health (VDH).

The campaign was a direct response to a sharp decrease in vaccinations of all kinds during the initial years of the COVID-19 pandemic. Identika was tasked with devising a marketing and communications strategy to battle misinformation and inspire people to get immunized against various diseases, including HPV, meningitis, and the flu.

The challenge was twofold: meeting the stringent requirements of a government agency, and tackling the strong sentiments surrounding vaccine misinformation. Identika rose to the challenge, focusing their efforts on mothers, as they are frequently the healthcare decision-makers for families.

The campaign spanned print, digital, social media, billboards, airports, transit, and the engagement of social media influencers. It also featured VDH leaders across TV, radio, newspapers, and other media platforms, along with grassroots outreach in underserved communities.

Identika achieved remarkable results, with the number of social media followers increasing by around 18,000, more than 315 million ad views, over 3,000 outreach events and clinics for vaccinations, and the creation of a comprehensive, bilingual website, vahealthy.org. Such accomplishments contributed to Identika’s fast growth, resulting in their inclusion in the 2022 Inc. 5000 list, ranked at number 524.

The ‘Protect the Ones You Love’ campaign was launched in Virginia, aimed at promoting family values and safety. The campaign featured a heart-shaped bandage logo and slogan that became quickly recognizable throughout the state. It aimed to encourage Virginians to prioritize the safety of their loved ones and protect them from danger. The campaign was successful in raising awareness and promoting a culture of safety across Virginia.

The firm ensured cultural and linguistic inclusivity by avoiding a one-size-fits-all approach, incorporating careful translations, and obtaining necessary approvals from government communication offices.

Navigating the controversial and sensitive nature of vaccination, Identika ensured rigorous fact-checking and established guidelines to manage online interactions, even as they contended with an onslaught of misinformation and disparaging comments.

Despite these obstacles, Identika’s CEO Fernando Beltran described the project as a special endeavor, one that combined challenge and purpose. The events organized as part of the campaign resulted in approximately 8,000 vaccinations, highlighting the company’s direct and impactful role in public health.

“This project stood out not just for the challenge it presented, but because it served a worthy mission,” said Beltran. “Our work directly contributes to saving lives and promoting health.”