THE ASSIGNMENT.
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.
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.
Creative assets for this campaign included:
: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
We knew that in order to give this campaign the best chance of resonating with our target audience, our creative needed to feature voices they knew and trusted. This is why we used internal SCF customer-owners as talent in both our radio and TV spots.
