Covid-19 Vaccination Booster

The New Jersey Department of Health is a state-level public health agency dedicated to improving the health of New Jersey residents. One of their recent initiatives involved a comprehensive media campaign to address COVID-19. This campaign aimed to encourage parents to get their young children vaccinated, promote boosters for eligible individuals, and share evolving public health information as the pandemic continues.

TACTICS

The campaign utilized a multifaceted digital strategy to reach New Jersey residents with crucial COVID-19 information effectively. Social media, streaming services (video, OTT, audio), display ads, and search engines were employed to target specific demographics across the state. A key focus was on historically hesitant populations residing in Plainfield, Elizabeth, Newark, Perth Amboy, New Brunswick, Trenton, Lakewood, Paterson, and Passaic. Geo-fencing ensured these residents received targeted messaging within their zip codes.

Furthermore, the campaign addressed language barriers by creating English, Spanish, Chinese, Korean, and Portuguese content. Demographics were also a crucial factor, with targeted messaging reaching adults 16+, emphasizing those 65+, parents, immunocompromised individuals, and those with incomplete vaccinations. Finally, the campaign capitalized on high-engagement periods by incorporating messages during holidays like New Year's and Christmas and during major sporting events like the Super Bowl. This ensured vital information reached New Jersey's diverse population through familiar and trusted online platforms.