Daniel Brown: Creative Director
UNIFYING SAN MATEO COUNTY DURING THE SCARY TIMES OF COVID.
At the height of COVID, the San Mateo County Health Department was inundated with complaints around business closures and stay at home orders. Working with the county officials, congresspeople, and an equity team that represented many of the multicultural communities that make up San Mateo, I led the team to create two campaigns:
1. COVID Resiliency Campaign
The strategy: unite the county around a shared desire for a collective comeback. The Resiliency Campaign simplified complicated health orders. Window clings in multiple languages were placed on businesses and homes around San Mateo. Out-of-home, print, television, and social media advertising amplified the message and the impact was palpable with messages of encouragement and hope across county social media accounts.
2. Vaccine Awareness & Education Campaign
The strategy: make a factual, yet accessible case for getting vaccinated. Data showed that residents trusted their doctors and family members above anyone else, so we created a campaign that delivered the message through the lens of those trusted figures. By highlighting the “why’s,” we accomplished the “why not” and the campaign provided a boost in vaccination adoption in the county’s hard-to-reach communities.
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Core experience:
INFECTIOUS DISEASES | PUBLIC HEALTH | BEHAVIOR CHANGE | GOVERNMENT | OUT-OF-HOME | DIGITAL/SOCIAL