hhs covid- 19 public education campaign...cdc digital/social flu vaccine campaign $ 1.2m 239m...

A campaign to increase vaccine acceptance and reinforce basic prevention measures SERVICES

HEALTH

HHS COVID - 19

PUBLIC EDUCATION CAMPAIGN

December9 , 2020

Discussion Topics:

Team FMG

Campaign Challenges and Goals

Campaign Approach

Our Progress

Q&A

Draft for Discussion Purposes Pre -decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 2

Team FMG

Creative Media

XVMLY & R Wavemaker 2 REINGOLD

FORS MARSHiHeartMEDIA

GROUPMulticultural Crisis

Prime bar THE

HISPANICCOMMUNICATIONS NETWORK


The Challenge of a Complex and a Large

CampaignLessonsfrom Census:

Urgency

Adaptability

Complex Behavior:

42% of U.S. adults say they would not get a vaccine

Trust remains a significant barrier

Continued compliance in other preventive behaviors

Large Campaign:Multiple audiences with different needs

Integration of activities

Metrics and microtargeting are crucial

Draft for Discussion Purposes Only Pre-decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 4

Campaign Goals

COMBATCOVID.HHS.GOV

Increase vaccine acceptance whilereinforcing basic preventionmeasures (e.g., mask wearing,social distancing, handwashing).

Support activities related to COVID- 19clinical trial enrollment, plasmadonation, and flu vaccination.

JOIN A CLINICAL

TRIAL FORCOVID

TREATMENTStrials hope for people and

find better for courother conditions

Connect the public with governmentinformation about COVID-19. keepingyour

Thankyou

for


Campaign Approach

Flexible framework Balanced goals Data-driven decisions Rapid response

Tier 1 : National EngagementReach diverse target audiences across country with lifesaving information .The Vaccine Confidence messages will be tailored to appeal to the “Movable Middle .”

Tier 2 : Heavy -Up in Vulnerable Communities

Provide relevant information to audiences who are disproportionately impacted by COVID -19 in terms ofprevalence and likelihood of severe infections or death .

Seniors 65+ ), people with comorbidities , frontline workers , and racial/ ethnic populations disproportionatelyaffected by COVID -19, including Black / African American , American Indian and Alaska Native (AIAN , Hispanic,and American Pacific Islander populations.

Tier 3 : Urgent ResponseDeliver on urgent or emergent needs or outbreaks requiring a unique, timely response from reserved resources .

Draft for Discussion Purposes Pre- Decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 6

Contract Scope and Activities

Messages andMaterials Production

Paid and Earned

Media Distribution

Research and

EvaluationStrategy andPlanning

Project management

Strategy development

Market segmentation

Campaign advisory

panel

TV , radio , print, and

digital ads

CampaignwebsiteResourcesto support

partnershipefforts

Collaboration with

HHS agencies andspokespeopleEarned media

activities and events

Literature reviews,

environmentalscans,

data analysesMarket research

Creative testingEvaluation

Draft for Discussion Purposes Only Pre - decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 7

Imperatives

Speed to market

Informed by research

Culturally relevant

Integrated campaign

Supply and demand

Change takes time

Draft for Discussion Purposes Only Pre- Decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 8

Accelerating Timelines :

Balancing need for rigor with necessity of the moment :

Research " informed communications

HHS Science Review Panel in lieu of consumer testing

Running some activities concurrently (in-market assessment )

Leveraging our experience with government review processesOffice of Management and Budget (OMB) Package reviewed in record time

Internal Facts Database and Content Group Review before submission


Flexible Schedule to Adapt ContinuouslyIn-Market Campaign Schedule

KeySegmentation Over Time

Adapt to latest developments of the

CDC Flu

CampaignWave

Strategy ProductionSession

Creative

Testing

CampaignMaterialsInMarket

Slow the SpreadCOVID- 19 and vaccine situation

Vaccine Confidence

Sync communications with emerging Tell Me More

Wave 1

research and data insightsWave2

Wave 3Repeat cadence : unifying strategy

session , creative testing , production ,Wave4

Wave5

and in- marketexecutionWave 6

Wave 7* Dates are representative for visual purposes

Dec Jan Feb Mar Apr May Jun Jul Aug SepHHS COVID -19 PUBLIC EDUCATION CAMPAIGN 10Draft for Discussion Purposes Only Pre- Decisional

COMBATCOVID.HHS.GOV

HOME NEVER HAD COVID - HAVE COVID 19 RECOVEREDFROMCOVID -19 IM A DOCTOR

I'veNever COVID- 19

Join Prevention Triale

COVID-19

AND YOUHave COVID - 19

Finda TreatmentTrial

Activities in Progress

combatCOVID.hhs.gov

Information to helpyoumake

decisions aboutyour healthand what you cando to join

the fightagainst COVID- 19 .

I'veRecovered from COVID - 19

DonatePlasma

I'ma Doctor

Treatment Options and Trials

In close collaboration with NIH, we developed a new

website with the first pages focusing on vaccine andtreatment clinical trials . The soft launch was on

November 24

INTRODUCTION

Everydaywelearnmoreabout coronavirusthatcausesCOVID- 19.Scientistsanddoctorsworkingon thisdiseaseneedyourhelptodevelop

andeffective andmedicinesfor preventingandtreatingCOVID- 19thatwillhelpus Clinicaltrialsneedpeoplefromallagegroups, andbackgrounds thiswebsite,youcan findinformationaboutclinicaltrialsyoucanparticipateinas wellaswaystodonatebloodandplasmathatwill leadto preventionandtreatmentbreakthroughsto benefiteveryone.

EnsuringInclusioninClinicalTrials

We wanttoensurethat peopleregardlessof their raceor ethnicitydisabilityareincludedinCOVID-19 clinicaltrials.Therecanbenobarriersforat-riskcommunitiesto enrollin clinicaltrialsdueto costsoraccessorlackof information.Becauseclinicaltrialsevaluatewhether medicalproductissafeandeffectivefor all populationsenrollmentshouldincludeindividualsof all racesandethnicitiesaswellas thosewhohavedisabilitiesOnlywithrepresentationfromallgroupsofpeopleinclinicaltrialsforregulatedmedicalproductswillwe be abletohelpresearchersfindbetterpreventionsandtreatmentsthat workfor allcommunitiesandhelpus winthefightagainstCOVID- 19.A Spanish-languageversion went live on December 9.

A paid search campaign is planned to promote the website .

I'VE NEVER HAD COVID -19

English/ Spanish social media graphics and web badges

were created to support the website launch.

WhereCan Finda ClinicalTrialfor PreventingCOVID-19 ?

We knowmuchmoretodaythan wedideven a monthago about tohealthyduringthe pandemic As scientistsandresearchershave

studiedthecoronavirusthatcausesCOVID-19 have learnedmore

abouthowthe virusbehavesandhowtoslowits spreadHealthypeople

can helpin thefight againstCOVID-19byvolunteeringtoparticipatein aclinicaltrial tohelpfinda safe andeffectivevaccineagainstthevirusSafeandeffectivevaccineswillbes partof our successin endingthe pandemicShared social media graphics with the NFL to amplify

messaging on clinical trials and send people to the website.More

Draft for Discussion Purposes Pre- Decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 11

Activities in Progress“ Slow the Spread

HHS Science Review Panel completed review of two radio scripts onDecember 3

In development: A seriesof radio spots, paid social ads, and print adsdesigned to deliver scientific messagingin a way that connects emotionallyand breaksthrough across audiences

Radio : 60- and 30 - second scripts ; in market mid-December for 6 weeks

Print : Half-page newspaper ads and full-page for some audiences ; in market on January 4 for 6 weeks

Paid Social : Will run on Facebook , Instagram , Twitter , Pinterest , and Reddit ; in market on December 28 for6 weeks

Additional digital components being developed and will launch in January 2021

Budget is $36M+ and more than 1.76B impressions are expected

A prerecorded message from the Surgeon General for iHeartMedia's JingleBall pre - show will air on December 10. The message urges Americansto celebrate safely and highlights behaviors that slow the spread ofCOVID- 19.


Activities UpcomingCOVID-19 Vaccine Confidence

Unifyingvaccine taglines developed for testing on December15

Wave 1 of vaccine radio and digital ads in marketon January 25 , 2021:Full budget is $ 137M

Staggered launch of channels late -January to March Plan will have comprehensive audience across national and local television , nationaland local radio , out-of-home, local and national print , digital , social advertising, and paid search .

Tell MeMorevaccinevideo campaignbeganon December2 with an initial budgetof $ 146K andan estimated20M+impressions. The campaignwill be expandedto includemore platformsfor a totalbudgetof $ 500K, andan estimated

impressions.

CNN publisheda story on December4 highlightingthe initial ad buy for the Campaign.

Ongoing marketingof HHS and HHS agency experts to national science writers and national, regional, and specialtyradio / outlets for example, Dr. FauciandSurgeon General with National PublicAffairs interviews via iHeartRadio.

Radio, TV, and print media engagementsare being scheduledfor the Surgeon Generalwith target audience mediaoutlets. Radio interviewwith Steve Harveyaired on December8 and his interview with the iHeartRadio PublicAffairsshow begins airing on December9 .


Overall Potential Paid Media BudgetCommitment to spend more than 70% of contract funds on paid media

Campaign BudgetEstimated

Impressions12/7 12/14 12/21 12/28

CDC Digital/ Social Flu Vaccine Campaign $ 1.2M 239M Start Date 12/2

HHS Tell Me More Vaccine Video Digital / Social

Campaign$ 500K 83M Start Date 12/2

HHS Faster - track

Slow the Spread Radio Campaign

(two radio ads )

Start Date

12/21

Morethan 1.76B$ 36.5M

Start Date12/28HHS Slow the Spread Radio, Print, Digital/SocialCampaign

HHS Building Vaccine Confidence Campaign$ 115M

PlanninginprogressEstimated

Draft for DiscussionPurposes Pre-Decisional HHS COVID- 19 PUBLIC EDUCATION CAMPAIGN 14

Communication with Leadership ,Stakeholders , and HHS Agencies

COVID-19 Campaign Weekly Brief every Tuesday" The Weekly Situation ” Research Report every FridayFocus Group Observation beginning December 15

Creative Presentations —ad hoc by Team FMG

HHS Science Review Panel completed first review December 3

Digital Working Group — multiple times per week


Thank You !

COMBATCOVID.HHS.GOV

JOIN A CLINICALTRIAL FOR COVID

TREATMENTSformanypeopleandbetter

keepingyour

distance


hhs covid- 19 public education campaign...cdc digital/social flu vaccine campaign $ 1.2m 239m...

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