CASE
IPHA Tripledemic Campaign
Overview
The Illinois Public Health Association (IPHA), one of the oldest and most prominent public health advocates in the nation, enlisted the Morreale Communications team to develop a pandemic response campaign to encourage COVID-19 vaccination and increase acceptance of COVID-19 vaccination in disproportionally affected communities in 10 regions in targeted priority zip codes. The campaign also tackled the “Tripledemic,” a IPHA term referring to RSV, Influenza and COVID-19 vaccination efforts.
Strategy
Morreale creatives and strategists developed a multimedia campaign and conducted a full website redesign to achieve project goals. The team crafted an integrated campaign encouraging the public to “Vaccinate with Confidence,” “Sleigh COVID, RSV and Flu,” “Shield Yourself” and to enter their “Vaccinated Era.” The campaign was published in English and Spanish and gathered impressions and engagement through earned media, social media and owned channels.
Services
• Media Relations And Monitoring
• Social Media Planning
• Advertising Design
• Campaign Management
• Website Design And Maintenance
• Community Outreach
• Media Buying
Results
The campaign ran from 12/18/23 to 2/29/24 and generated over 28 million digital impressions, 138,000 clicks and 144,000 engagements. The click through rate was 0.49% with over 3,300 clicks to learn more. Visits to the campaign website increased by 586% with 21,917 site sessions. Of those site visitors 99% or 18,824 were new visitors.
In earned media, the campaign generated 117 tracked placements; in the mediums of broadcast television, radio, online, print and podcast. The total national and local audience reach was 48.3 million. Nearly 98% of reach was supplied through online and print placements.
11 newsletters were sent to over 1,700 stakeholders across Illinois and 13 blog posts were created for the campaign website.
