Identika was featured in LoudounNow for its Vaccine Communications Campaign, earning recognition for its impactful public health initiatives. The prominent Ashburn marketing firm was honored with a gold award at the prestigious Davey Awards for the statewide vaccination campaign developed on behalf of the Virginia Department of Health (VDH).
Addressing a Critical Public Health Mandate
The statewide campaign emerged as a direct response to a sharp nationwide decrease in immunizations of all kinds during the initial years of the COVID-19 pandemic. Identika was tasked with devising a comprehensive marketing and communications strategy designed to combat misinformation and inspire public confidence in getting immunized against various infectious diseases, including HPV, meningitis, and the flu.
The assignment presented a distinct twofold challenge: satisfying the stringent regulatory and procedural requirements of a government agency while navigating the highly polarized sentiments surrounding vaccine misinformation. To maximize effectiveness, Identika focused its strategic outreach on mothers, recognizing their pivotal role as healthcare decision-makers for families across Virginia.
Comprehensive Multichannel and Grassroots Execution
To achieve broad state penetration, the campaign spanned print, digital channels, social media, billboards, airports, transit systems, and active engagement with social media influencers. Furthermore, the initiative featured VDH leadership across television, radio, newspapers, and other media platforms, complemented by dedicated grassroots outreach initiatives tailored for underserved communities.
At the core of the messaging was the 'Protect the Ones You Love' campaign, which emphasized family values and community safety. Anchored by a distinctive heart-shaped bandage logo and a memorable slogan, the campaign quickly became recognizable throughout the Commonwealth, successfully fostering greater awareness and cultivating a sustainable culture of safety. Digital infrastructure played a crucial role, highlighted by the creation of the comprehensive, bilingual website vahealthy.org.
Ensuring Inclusivity and Managing Disparaging Commentary
Recognizing the cultural diversity of Virginia, Identika deliberately avoided a one-size-fits-all approach. The firm ensured rigorous cultural and linguistic inclusivity through meticulous translations and close collaboration with government communication offices to secure necessary approvals.
Navigating the sensitive and often controversial landscape of public vaccination required rigorous fact-checking and structured guidelines to manage online interactions. Despite facing an intense onslaught of misinformation and disparaging comments across digital platforms, Identika maintained strict standards of engagement and accuracy.
Measurable Impact and Organizational Growth
The multi-faceted campaign achieved remarkable quantitative results, including an increase of approximately 18,000 social media followers, over 315 million ad views, and more than 3,000 community outreach events and vaccination clinics. Most importantly, the organized events resulted in approximately 8,000 direct vaccinations, underscoring the firm's tangible role in safeguarding public health.
These exceptional accomplishments and fast-paced organizational growth contributed directly to Identika's inclusion in the 2022 Inc. 5000 list, where the firm secured a ranking at number 524. Reflecting on the campaign, Identika CEO Fernando Beltran noted that the undertaking combined professional challenge with profound public purpose.
“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.”