To drive home the message that COVID-19 does not discriminate and can affect anyone, we introduced the poignant tagline, "COVID Doesn't Care, But We Do." This tagline served as a unifying message, emphasizing the importance of collective action in the face of the pandemic. A pivotal aspect of our strategy was the intentional creation of assets directly in Spanish. Recognizing the profound significance of representation, especially for the Hispanic community, we took deliberate steps to ensure a genuine connection to the campaign. Our team members, who are integral parts of the Hispanic community, played a central role in crafting the messaging, going beyond mere translation to create content that would authentically resonate and be well-received. This comprehensive approach extended to curating relatable imagery and aligning with Mecklenburg County's brand guidelines, all while infusing a modern and engaging visual identity.

 

The result was a campaign that not only heightened awareness but also cultivated a profound sense of belonging and safety within these communities. This intentional strategy successfully propelled individuals to actively seek out crucial healthcare resources, including vaccinations and essential COVID-19 information.

 

We employed a multi-faceted strategy that leveraged a mix of traditional and digital media channels, ensuring a comprehensive outreach approach. The campaign's creative materials and tactics were meticulously crafted to capture the attention of the target audiences, including essential workers and the communities disproportionately affected by health disparities. The messaging maintained consistency across pre-, during, and post-holiday seasons to maximize impact. By strategically partnering with local media outlets such as Black and Spanish newspapers, radio stations, and TV networks, the campaign aimed to tap into the trustworthy messengers and media sources that these communities relied on for information.