U.S. Department of Health and Human Services

The U.S. Department of Health and Human Services protects and improves human health through scientific advancements.

Deliverables

Alongside a group of marketing agencies, we created and executed “We Can Do This,” a multi-year campaign to increase COVID-19 vaccinations among minority communities. Our agency, powered by an employee base that was 70% Black, Indigenous and People of Color (BIPOC), was tasked with reaching the Black audience. 

To meet our goal, I wrote over 100 social, digital, TV and radio advertisements for “We Can Do This,” which became one of the largest integrated public health and education campaigns in America. 

Challenge and Solution

​​As COVID-19 worsened, vaccine skepticism rose. The U.S. Department of Health and Human Services needed to reach vaccine-hesitant communities — quickly. 

We had to develop a multi-pronged campaign that included: research, strategy, copywriting, editing, graphic design, media planning and buying, earned media, social media and partnership development. After five months of research, our team of agencies pinpointed beliefs, behaviors, barriers and motivators that were key to vaccine uptake. I leveraged these research-based insights to create effective, culturally-relevant messages that were segmented for various age groups. With a wide array of tactics and deliverables, our efforts decreased skepticism and increased vaccinations among thousands of Black Americans.

Results

Secured 60 media interviews with trusted Black doctors, putting their voices and expertise in the national spotlight. 

  • Produced more than 1,500 ads in 17 languages for TV, radio, print, digital and social media channels. 

  • Worked with 140+ Black media partners to place stories across 70+ media outlets, with a total of 20 million readers. 

  • Promoted and attended “Stay Well” events, nationwide health and vaccine fairs that led to thousands of vaccinations. The events included 900+ panelists, featured 2,000+ health resources and attracted 3,000+ attendees.

  • Nearly 90% of Black Americans said they received a COVID-19 vaccine or would get one as soon as they could, marking an 80% increase in the number of Black Americans who already had protected or planned to increase their protection with a vaccine.  

  • 70% of Black Americans said they had or would get a COVID-19 booster as soon as they could.