Uniting Southern Nevada to Combat Covid-19.
Southern Nevada Health District
At the height of the COVID-19 pandemic, the Southern Nevada Health District was tasked with developing and disseminating COVID-19 prevention communications to the most at-risk and underserved communities in Southern Nevada. No easy task given the complex relationship that these communities have with healthcare services and the polarizing political climate of 2020. SNHD chose Braintrust to create the verbal and visual components of this complex campaign and to spearhead a multi-faceted community outreach initiative.
Deliverables
- Public Relations
- Creative Design
- Social Media
- Digital Marketing
- Web Development
Unity.
At a time when our nation was divided, we wanted this campaign to be something different. A call to arms that united our communities behind a message that we all could agree on.
Trust.
Since this campaign was targeting specific communities, we knew that the message needed to come from the voice of these communities to enable trust in our movement.
Action.
Also, we wanted our target communities to become advocates for vaccinations in their personal and professional circles and provide our campaign with organic opportunities for our communications.
Arm in Arm Against Covid-19
The Arms seen in the logo represent our communities working as one to help fight back against COVID-19. Our creative direction included real leaders and advocates within our target communities. The Arm In Arm brand design was meant to show connection by using the continuation of the visual lines to create pictures of health. This made the campaign more approachable and more flexible as it needed to communicate to different communities in a consistent fashion.
In the Community
This message was about togetherness. We wanted to connect the community by presenting a unified front that was working to help protect Southern Nevadans. Arm In Arm worked on multiple levels; firstly as a reference to working together, but also as a subtext to getting the vaccine shot in arms. This campaign was meant to subtly position the COVID-19 vaccine as the best weapon to protect our Southern Nevada communities.
We wanted to connect the community by presenting a unified front that was working to help protect Southern Nevadans.
Outreach
With community partners, Braintrust developed a comprehensive campaign that covered the Southern Nevada community. We created video content, produced radio shows, designed kids activity books, and even spoke at community events. Whatever it took to get the word out about COVID-19 and the COVID-19 vaccine, we worked with our community to make it happen.
We had the privilege of being a part of multiple community partnerships to expand our reach to all of Southern Nevada. We spread information and awareness through touch points including information booths, radio shows, in-stadium video, and broadcast advertising. We also worked with the Opportunity Village Magical Forest to create branded ornaments for their holiday tree and created a healthy teddy bear named Boosty to encourage children to stay healthy. Our tactics helped people find out more information and ask more questions about their health.
UNLV Commercial
PBS Commercial
Aviators Commercial
Radio Shows
Pride 2022
We partnered with the Southern Nevada Association of PRIDE, Inc. to solidify and empower the LGBT+ community of Southern Nevada and work together towards a culture of diversity and acceptance. The annual Parade and Festival on October 7th and 8th, 2022 presented a great opportunity for us to explore a different variation of the Arm In Arm campaign while promoting a unifying message that promoted and celebrated love and health to our community.
Braintrust created special visuals and collateral for this program, including PRIDE-themed temporary tattoos, t-shirts, parade picket signs, and banners. We also handed out branded tote bags, stickers, slap bracelets, and sanitizers at our festival booth to create a lasting impression. Due to our combined efforts, we were able to reach over 18,000 attendees over two days, driving continued awareness of the impacts of COVID-19 in our communities.
Digital and Social
For social media, Braintrust delivered high-impact creative and messaging to stay top-of-mind and drive action. We curated engaging content for our targets through impactful banners with unified messaging about health and community and animated brand visuals around the copy.
Our digital strategy included display banners targeting mobile devices, as underserved communities often do not have access to broadband services or computers. As a result, we carefully identified applicable digital mediums with high penetration to target our underserved communities.
Web Development
