National Council on Aging Communications and Marketing

Two and a half years into the Covid-19 pandemic, it was clear that only a new focused effort could rapidly increase the number of older adults and people with disabilities who were getting boosters and annual flu shots. When the National Council on Aging (NCOA) won a large federal grant for such work, it turned to Palladian for communications and marketing to break through and connect with key audiences in a way that would achieve results.

Data show that older adults, especially from diverse backgrounds, and people with disabilities have faced a disproportionate share of hardships during the Covid-19 pandemic. Underlying health conditions have contributed to the significantly increased risks of serious illness and death these communities face. But so have real barriers to accessing Covid-19 testing, treatment, and vaccinations—eminently solvable problems if the right resources and focus are brought to bear.

The federal government realized the significant hurdles it would need to overcome in communicating directly with underserved communities. Enter NCOA and Palladian, which worked together to strategize and prioritize how to drive improvements in vaccination rates. The team took particular note of the high morbidity and mortality rates among Black people from Covid-19—startlingly three times higher than the national average. Data on the experiences of Native American, Alaska Native, Hispanic, and rural communities were deeply worrisome, as well.

On-the-ground organizations most often have the best relationships with the communities they want to engage, but they’re frequently strapped for resources and help. So, Palladian’s first step was to develop a Quick Action toolkit, empowering NCOA’s cross-country network to promote local vaccine-uptake activities. This comprehensive toolkit included turnkey social media content, templates, editable graphics, sample newsletter and online text, and more. The toolkit sought to reflect the breadth, richness, and diversity of the audiences we were seeking to serve. The team in the field needed a purpose-built tool for the job.  

Next, NCOA and Palladian sought to understand people’s perspectives on and experiences with accessing Covid-19 and flu vaccinations. We conducted qualitative research and a landscape review; then we dug deeper still. A few insights both troubled and inspired us. We heard some participants describe misinformation efforts directed at them, while others spoke of being unclear on experts’ recommendations, a lack of trust in the medical community, or an inability to get to appointments. Still, others said that their initial motivations for vaccination had been overtaken by a desire to “return to normal.” It was evident that new, clear, and factual messaging could best help answer these concerns. The messaging needed to be delivered by trusted messengers, and it needed to be delivered in a variety of ways: in community, over TV and radio airwaves, and on social media.

Palladian is executing NCOA’s “Yes, I’ll Be There” national, surround-sound campaign to safeguard lives through greater Covid-19 and flu vaccination rates. Fighting misinformation, complacency, and other serious barriers to care isn’t easy. But clear, factual, trustworthy information is the best start to getting people to roll up their sleeves. It’s vital that people are there for their appointments because it also helps assure they’ll be there and healthy for all the other things in life they are looking forward to.