As the tide was turning in the COVID-19 pandemic, data showed that there was still a drastic lack of vaccination or boosters in rural areas of the South. A regional coalition of Community Health Centers enlisted The Ramey Agency for a critical initiative focused on enhancing COVID-19 vaccine uptake in Mississippi, Louisiana, and Arkansas.
This group was deploying boots on the ground to educate and vaccinate these communities. Ramey was tasked with providing air support for these 135 Community Health Workers with collateral, radio, and a highly-targeted digital campaign acknowledging and addressing vaccine hesitancy. With such a divisive issue, you can’t shame or guilt someone into action. You must provide personally compelling reasons why and counter the myths with objective information.
The tact and tactics worked, with the Community Health Centers exceeding their vaccination goal by 127%.