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Case Study:

Tuberculosis Campaign.

Client: Virginia Department of Health

A public health campaign to increase Tuberculosis testing among vulnerable populations.

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The Need

The mission of VDH’s Tuberculosis (TB) Program is to control, prevent, and eventually eliminate TB from the Commonwealth of Virginia. The program’s goal is to find and treat every TB case in Virginia and prevent the spread of TB in the State.

The Challenge

VDH awarded Identika a contract for a statewide media campaign to promote screening and testing for TB and LTBI. VDH aimed to increase awareness about tuberculosis (TB) testing and treatment, with a special focus on vulnerable humanitarian refugee (parolee) and immigrant populations from Ukraine, Haiti, Venezuela, Nicaragua, and Cuba who have now settled in Virginia. The goal was to increase screening in Northern Virginia resettlement areas to detect and treat TB early and prevent its spread.

The Solution

Using a culture-first approach, Identika devised an innovative three-prong strategy combining audience-tailored branding, targeted all-digital advertising, and community partner outreach:

  • We crafted visually rich and culturally resonant messaging in four languages.
  • Developed hundreds of marketing and advertising materials. 
  • Developed a multilingual tuberculosis TB information portal.
  • Deployed an omnichannel advertising strategy, with geo-fenced ads across multiple digital platforms, search engines, social media, and ethnic media sites.
  • Engaged dozens of ambassadors and amplification partners.

Identika achieved a remarkable success by surpassing campaign benchmarks by more than 20% through consistent performance optimization.

Results

  • Over 10.3 million impressions.
  • Over 20K website views.
  • Hundreds of creative assets

WINNER – 2024 Silver Davey Award

Integrated Campaign – Healthcare & Pharma

Sample Creative Work

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