Riverside County Health Department

From October 2023 to March 2024, Firebrand partnered with Riverside County, California, to develop and execute a comprehensive vaccination hesitancy campaign targeting underserved communities. Our mission was to increase vaccination rates for COVID, flu, and RSV among underserved Latino and Black populations in the county, address vaccine hesitancy, and raise awareness about the importance of immunization.

Our approach began with in-depth research to understand the target communities' specific needs, perceptions, and cultural nuances. We identified mothers as the most influential audience, often serving as the primary health decision-makers within families. This insight guided our strategy to empower mothers with the knowledge and confidence to make informed health decisions for their families. Recognizing the broader role of mothers in caring for children and senior family members and influencing their partners' health choices, we tailored our messaging to resonate deeply with this demographic.

Our campaign strategy was multifaceted, incorporating best practices and insights from our research. We initiated a paid social media campaign to test various types of messaging and imagery. The campaign featured three distinct approaches: messaging specific to mothers, messaging for parents, and messaging aimed at the general population. The results were telling; mother-specific messages garnered the highest engagement, underscoring their critical role in health decision-making. Parent-specific messaging also performed well, highlighting the importance of shared responsibility, while general population messages, though effective, achieved a different level of personal connection.

Based on these insights and within an 8-week timeframe, Firebrand developed over 60 social media, digital advertising, print, out-of-home, TV, and radio creative assets in English and Spanish to ensure the campaign's messages were compelling and consistently delivered across multiple platforms. For social media, we crafted visuals featuring diverse families, focusing on maternal figures, paired with messages highlighting mothers' protective role and the benefits of vaccination. These messages tapped into the deep emotional connection and innate desire of mothers to care for their loved ones, emphasizing their role in safeguarding the health of their families. 

Billboards were strategically placed in high-traffic areas within underserved communities, designed to be bold and attention-grabbing with clear, concise messaging. Digital banners were deployed on local news websites, community forums, and health-related sites, offering animated and static formats to attract a broad audience.

Print ads were disseminated through local newspapers, community newsletters, and health magazines, providing detailed information on the benefits of vaccines. Radio ads featured local influencers and healthcare professionals speaking in a conversational tone to build trust and relatability. TV ads were produced with high-quality visuals and emotionally resonant storytelling, airing on local stations popular among the target demographics.

Our holistic approach ensured the campaign reached a broad audience through various touchpoints, making the information accessible and engaging. By focusing on culturally sensitive messaging and leveraging the trusted voices within the community, Firebrand successfully contributed to increased awareness and vaccination rates in Riverside County. This project highlights our capability to develop and implement strategic, research-driven public health campaigns that resonate with and effectively engage underserved communities.