In February 2021, the Arizona Department of Health Services identified ZIP Code 85009 as one of the highest numbers of new COVID-19 cases in the state. That same month, News 12 reported an extreme disparity in vaccine equity, highlighting the variance of 121.8% of eligible people in the 85256 Scottsdale ZIP Code who received a vaccine compared to just 14.8% in the South Phoenix ZIP Code of 85009.
The Arizona Department of Health Services Director, Dr. Cara Christ, knew they had to take swift action. After consulting with community experts, a pilot program was designed and funded to communicate with the Hispanic population in ZIP Code 85009. The program’s goal was to drive three key phases: prevention information, direct communication, and vaccine registration. This month-long campaign started on February 13th and ended on March 14th.
As the vaccine was initially available only for ages 65+ and other immune-compromised individuals, the campaign’s primary focus was to communicate precautions through various health and safety messages to prevent the spread of COVID-19.
Dr. Cara Christ understood that many Latinos living in ZIP code 85009 were essential workers with generational families living together. In addition, a Nielsen study demonstrated higher than average digital platforms usage on social media and mobile apps compared to the general U.S. population.
Working with a4 Regional Account Executive Jessica Rubio, a digital focus was determined to be the best fit. As a result, the Department implemented a hyperlocal campaign with culturally resonant messaging inclusive of generational and language differences. This was part of a holistic campaign that included mail, canvassing, and virtual town halls. As a result, this campaign served over 3.5 million impressions, generating more than 11,000 clicks to the Arizona Department of Health Services website, encouraging residents to return to the site to register for the vaccine when additional age groups opened.
“This campaign’s engagement doubled and tripled national benchmarks for display, video, and AdMessenger ads,” said Rubio. “This high engagement demonstrates the considerable need for ZIP Codes like 85009 to receive culturally relevant information and communication targeted to households in their spoken language.”
The success of the overall campaign was visible in three primary forms. First, within the ZIP Code 85009, there was a 180% increase in vaccine appointments and a 50% decrease in COVID-19 positive cases. The digital campaign’s success through high clicks, click-through rate, video views, video completion rate (VCR), and local community engagement showed that residents were interested in the information.
The Arizona Department of Health Services Director, Dr. Cara Christ, confirmed the success of the initial campaign by stating, “By working with community-based partners on targeted outreach, promoting the benefits of vaccination, and sharing that COVID-19 vaccinations are safe, effective, and free, we can continue moving Arizona toward keeping COVID-19 in check.”
Read the full case study HERE.
Are you looking for a way to reach and resonate with your audience, especially a multicultural one? Reach out to one of our team members to learn more today!