CASE
Blue Cross Blue Shield Illinois #VaccTogether Campaign
Overview
As the COVID-19 pandemic took over the world, Blue Cross and Blue Shield of Illinois partnered with Morreale to launch a public engagement campaign, focused on the new vaccines available. The overarching theme of the project focused on the notion of working together to eventually end social distancing.
Strategy
The #VaccTogether campaign was built on the concept of being back together with the help of vaccinations. Our team defined a target audience in hard-to-reach populations, including minority populations or those populations who don’t speak English.
Morreale conducted deep research into what was driving behavior surrounding vaccinations and built out a digital toolkit to share information from a reputable source. Morreale also launched a digital media campaign to reach our audience where they are, including social and digital media.
In addition to the campaign, Morreale built a strong coalition to help spread the message of the importance of vaccinations at a grass-root level and conducted door-to-door outreach to spark further community engagement.
Our award-winning design team created door hangers to leave behind after our street teams had conversations, and Morreale also leveraged BCBSIL's position on the Chicago skyline to provide unique messaging for this campaign.
Services
• Paid Media
• Street Team Activation
• Earned Media
• Creative
• Research And Strategy
Results
Our team raised awareness of the importance of vaccinations, and we secured our client with earned media placements on FOX Chicago to serve as the subject matter expert and elevate the brand voice for BCBSIL.
