CHALLENGE:

For the 2022 Winter season, November 2022 through May 2023, CDPH aimed to inform and educate as many people as possible about therapeutic options should they contract COVID-19. This needed to be done effectively and efficiently ahead of, and during the cold winter season when historically a spike in respiratory contagious diseases is observed. Intentionally connecting with hard-to-reach and hard-to-convince segments in California to avoid any resurgence of the pandemic.

 

SOLUTION & STRATEGIC THINKING:

This strategic campaign was planned to present the information to the broader audience in a memorable way, with relevance and purpose. In order to stay top-of-mind, BARÚ created a fun music-driven pneumonic approach, designed to combat high levels of Covid-related messaging fatigue among Californians. The solution involved creative that sounded and looked like no typical PSA announcement nor a standard government message. Our campaign ran across TV, Radio, Digital, Social, Search, OOH and Print also included hyper-focused and geo-targeted media tactics to get to the hardest to reach and oftentimes most underserved audiences. Our media buying team negotiated a total of +42% in added value on traditional channels. We have implemented primary research that is monitoring therapeutic perception and uptake, in tandem with 3rd party and site analytics (Google Analytics) data for digital performance and optimizations.

 

RESULTS & YEAR OF COMPLETION:

The CDPH mid-wave research tracker reported BARÚ’s Spanish-language campaign targeting Latinos has achieved high awareness levels of 90%, 52 points higher than the overall awareness! The initial campaign ended in June 2023.