National Council on Aging Communications and Marketing
NCOA partnered with Palladian to help fight misinformation, complacency, and other barriers and boost Covid-19 and flu vaccination rates among older adults.
Challenge: Data on the Covid-19 morbidity and mortality rates for older Americans in minority and rural communities were deeply worrisome during the pandemic. In response, NCOA sought to increase vaccination rates, but faced misinformation, lack of understanding of the disease or vaccines, lost trust in the medical community, or an inability to get vaccination appointments.
Solution: Palladian worked with NCOA to better understand these perspectives and in response developed clearer, factual messaging to meet the concerns head-on. Then, we developed and implemented a campaign plan to reach the targeted communities through TV, radio, and social media. The campaign is called “Yes, I’ll Be There.”
Results: The Vaccine Uptake Initiative campaign effort helped safeguard lives through greater Covid-19 and flu vaccinations rates, fighting complacency, misinformation, and other barriers to getting vaccinated. Campaign efforts resulted in 318,997 Covid-19 and flu shots being administered, 6.4 million were reached through Facebook and Google, and 503.5 million were reached through traditional media outreach.