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Case Study:

Vaccine Communications Campaign

Client: Virginia Department of Health

Statewide marketing, advertising, and outreach campaign to promote childhood and adolescent vaccination in Virginia.

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The problem

COVID-19 greatly decreased the number of vaccinations in the state of Virginia and nationwide. The Virginia Department of Health (VDH) awarded Identika with a contract to develop and implement a comprehensive, statewide marketing, advertising, and communications campaign aimed at counteracting misinformation leveraging social marketing strategies that included techniques for decreasing belief in misinformation, as well as increasing awareness of the importance of vaccination, specifically routine childhood vaccination and influenza vaccination of all ages.

The Solution

Identika developed and implemented a comprehensive, end-to-end, multi-cultural, marketing & advertising campaign for VDH, with a strong brand identity, extensive reach, and robust digital and social media presence. The scope of our solution comprised of:

  • Development of a robust brand and comprehensive branding and content strategy.
  • Full-scale, multi-channel advertising strategy with broad exposure on print, digital, social media, billboards, airports, transit, building projections, and more.
  • Comprehensive and highly effective social media strategy, including creation of educational content to counteract misinformation, dissemination, collaboration with influencers, live stream interviews, and more.
  • Media engagement and broad media exposure for VDH leaders, via TV, radio, newspaper, live-stream social media interviews, webinars, Op-Ed publications, and dissemination of sponsored articles.
  • Development and implementation of a one-stop-shop, state-of-the-art, bilingual vaccination landing website, featuring an online streaming channel (VAxTV), vaccination calendars for children, information about outreach events, articles, and more.
  • Grassroots outreach events throughout the state, bringing vaccines and education to all communities in Virginia and raising awareness among monitories and underserved communities (Latinx, African American, and Native American).
Their team, creativity, and ability to tailor their work to your organization’s needs is outstanding.
Janaye Oliver, MPH
Adolescent Coordinator
Virginia Department of Health

Results

  • Over 315 million ad impressions
  • 430 thousand website visits
  • 18,000 social media followers
  • Over 3,100 outreach events and vaccination clinics
  • Over 1,300 creative assets created

Sample Creative Work

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