Case Study: NCDHHS
About
- The North Carolina Department of Health and Human Services (NCDHHS) is tasked with delivering health and human services to all residents of North Carolina. Collaborating with healthcare professionals, community leaders, advocacy groups, and governmental entities, NCDHHS strives to provide essential services particularly to vulnerable groups including children, the elderly, disabled individuals, and low-income families.
Challenge
- In 2020, the rapid spread of COVID-19, before vaccines were available, presented an urgent need to promote mask-wearing to mitigate the virus's transmission.
- Communicating this message was crucial, especially to rural and marginalized communities that typically have less digital engagement. The campaign needed to be executed swiftly and aimed to achieve maximum outreach.
Approach
- A comprehensive media plan was implemented, prioritizing traditional media channels such as Out of Home (OOH), Radio, Cable, and Broadcast TV.
- Strategic negotiations, focusing on the anticipated ongoing need for public health messaging, provided leverage to secure additional value in our media purchases, enhancing both reach and frequency of the campaign.
Results
in secured added value
0
%
additional OOH impressions
0
MM
additional airings in broadcast media
0
