COVID-19 PSAs
The office of Tennessee Governor, Bill Lee, approached us to help deliver important COVID-19 related information and resources to the public. His state communications team of health, revenue and labor officials needed an accessible, fast way to share streamlined messaging.
Existing information from various departments was not easily accessible for the public or updated as new information was released. Users struggled to find important resources, news and guidance about the proper precautions to take, which signs and symptoms to look for, and protocols for those who have been exposed to or contracted COVID-19. Uncertainty, confusion and misinformation were causing skepticism, deterring people from getting vaccinated.
With the launch of our new and improved COVID-19 Hub website, we developed several phases of Public Service Announcements (PSAs) and released them in a timely manner, to help keep people informed. Using the findings from our recent UX testing and extensive research on pandemic-related resources and data, we carefully crafted PSAs with clear messaging on how to slow the spread of coronavirus. Each phase clearly conveyed instructions on how to stay healthy, while empowering Tennesseans to do their part.
This was part of an integrated marketing campaign, reinforcing the messaging from each PSA in print, television and digital ads. The multi-channel, multi-phased approach targeted all Tennesseans during the first three stages and then narrowed the focus to the demographics statistically most hesitant to receive their vaccines, in the fourth phase. We composed clear directions in each phase, sharing CDC recommendations for people to stay safe. Short, direct messaging iterated government guidance and case changes in real-time. Using comparison tactics, we captured viewers’ attention and addressed major concerns after positioning the state as a trusted source.
In phase one, we advised people to isolate to protect themselves and healthcare professionals.
Phase two addressed ways for the public to protect themselves if they needed to leave their homes, to help decrease their risk of contaminating others.
In phase three, we reminded people of the people and passion in their lives they care about, giving them a reason to follow the government recommendations.
Phase four addressed audiences who still wanted to feel normalcy, recommending a way to safely return to the things they loved doing before.
