SCF
SOUTHCENTRAL FOUNDATION: VACCINE PUBLIC AWARENESS
Southcentral Foundation is an Alaska Native health care organization established by Cook Inlet Region, Inc. to improve the health and social conditions of Alaska Native and American Indian people, enhance culture, and empower individuals and families to take charge of their lives.
When the COVID-19 vaccination efforts began rolling out, there was an understandable degree of hesitancy—particularly among SCF’s customer-owners. Historically, this is a demographic that doesn’t possess the fondest memories of experimental vaccines due to negative past experiences as a culture.
Our local roots and understanding of the state’s cultural landscape is one of the reasons why ARM Creative is such a valuable partner to local organizations like SCF, and a major factor in us continuing to partner with countless Alaska Native Organizations throughout Alaska.
OUR GOALS
So after winning Southcentral Foundation’s Public Health RFP, we worked closely with SCF’s Public Relations team to develop a campaign that accomplished each of the following goals:
Increase awareness of vaccine education and vaccination opportunities
Promote COVID-19 education and mitigation
Increase vaccination rates among SCF customer owners
WHAT WE DID
With those goals in mind, we developed a cohesive campaign theme that spoke to SCF’s customer-owners old and young alike.
Keep Our Heritage Strong was intended to reach older audiences, while Keep The Future Healthy messaging was aimed at the next generation.
A key tactic of this campaign was driving our paid media traffic to a set of custom, educational landing pages on SCF’s existing website where interested parties could access key information in a single entertaining place.
Our “Keep” Campaign equipped our target audience with the necessary COVID-19 and vaccine education that’s necessary to make an informed decision. And we crafted a comprehensive paid media schedule spanning traditional, digital, and Out-of-Home advertisements.
Our “Keep” Campaign equipped our target audience with the necessary COVID-19 and vaccine education that’s necessary to make an informed decision. And we crafted a comprehensive paid media schedule spanning traditional, digital, and Out-of-Home advertisements.
CREATIVE ASSETS
:60 and :30 Traditional and Streamed Radio
:60 Broadcast TV
Organic Social Content Calendars
Campaign Landing Pages
COVID-19 Education
Vaccination Education
Digital Ads
Paid Social
Programmatic
Print & Out-of-home
People Mover Bus Wrap
SCF Campus Posters & Banners
SCF promotional items
Totes
Sunglasses
Toy Bears
Notebooks
Bottles
DIGITAL MEDIA RESULTS
500 K
Impressions on Digital Display Ads
1.8 MIL
Impressions on Mobile In-App Ads
STREAMING MEDIA
1.3 MIL
Impressions on YouTube/OTT
4.2 K
TV Spots Aired
3.4 MIL
Impressions on Paid Social Ads
400 K
Impressions on Spotify
TRADITIONAL MEDIA
7 K
Radio Spots Aired
