NCRN COMMUNITY CAMPAIGNS
Project Type
National Campaign, Art Direction
Link
Team
Kelcey Newman, Christina Miles, Armando Pizzaro, Jose Lopez, Pat Hoag, Tai Hoover, Eduardo Minaya, Rosser Clark, Allison Hummel, Randy Grubba, Courtney Chiaparis, Lauren Bell
The U.S. Department of Health and Human Services Office of Minority Health partnered with the Morehouse School of Medicine in July 2020 to launch the National COVID-19 Resiliency Network (NCRN). Utilizing partner networks and implementing a comprehensive communication and dissemination strategy using culturally and linguistically appropriate messages, NCRN sought to:
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Improve the reach of COVID-19-related public health messaging.
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Increase connections to healthcare and social services.
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Decrease disparities in COVID-19 testing and vaccination rates among disproportionately impacted populations.
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Enhance state, territorial, tribal, and community-level capacity and infrastructure to support response, recovery, and resilience.
The Community Campaigns were created to disseminate COVID-19 information to priority populations which included racial and ethnic minorities, people with disabilities, migrant and meat-packing workers, justice-involved populations, immigrant and refugee populations.
For Community By Community
Lack of trust in government and scientists is one of the biggest barriers stopping African Americans from getting theCOVID-19 vaccine. Our research has shown, this audience is more likely to listen to trusted figures in their lives, like their healthcare providers and pastors. This campaign features these trusted individuals, then encourages the audience to ask them for information on the COVID-19 vaccines. By prominently displaying the "For Community, By Community" seal, we further reinforce the idea that encouraging COVID 19 vaccination isn't comina from "out there, " but from within their own trusted circle of influencers.
They're Waiting For You
This campaign uses powerful, evocative photography to drive home the message that COVID-19 vaccines get us back to the people who need us, like our grandparents, Abuelo and Abuela. They're waiting for you to be a part of their life again. They're waiting for you to get vaccinated against COVID-19.
You're Their Rock
Knowing how important the family unit is for this audience, this campaign aims to touch that emotional chord. Migrant workers would do anything for their family, as most of the Latino/a audience would. So we're just reminding them that the people they love the most are relying on them to keep living and have a better life than the one they had back home.
We Are Strong
This campaign taps into that feeling of being proud of your community, but it makes it bigger. We're not only saying you're strong because indigenous people are known for their resiliency, but it also brings to the forefront a sense of unity and makes it a rallying cry, making them aware of the importance of the group over the individual.
Nothing Else Matters
Filipinos have strong and close family ties. They put importance on their family before anything else, and older family members, especially grandparents, are highly respected. This campaign aims to remind our audience of those key family moments--events like a baptism, a wedding or a araduation. It will communicate the importance of getting vaccinated so they can participate again in these events and family gatherings. Emotional and heartfelt images, and the use of bold descriptive typography, underline the strong connections that exist among Filipino families. We add pamilya (the Tagalod word for family) as an overlay to demonstrate that family is the reason for all of this.
