Funded by the CDC and led by UnidosUS, this year-around national multimedia campaign includes digital TV/video, radio, banners, paid social, influencers, and dedicated microsites. Upstreamers handled media planning and buying to ensure that the ads effectively reached multiple Latino audience segments in English and Spanish.
THE "KNOW-IT-ALLS" CAMPAIGN
"YOU CAN BE AN INFLUENCER" CAMPAIGN
To help amplify the campaign on social networks where Latinos are most active, we recruited numerous Influencers, large and small, to help combat Covid-19 vaccine misinformation at the source by credibly delivering our anti-misinformation messages.
We helped develop content-relevant microsites both in English and Spanish. These microsites serve as hubs for accurate Covid-related info.
Bilingual digital banners of all shapes and sizes also played in helping to raise awareness of vaccine misinformation, while also driving traffic to UnidosUS’ microsites.
Social Media Ads
Digital Radio Ads
Digital audio ads of different lengths played a critical role in storytelling to Latino audiences, many of whom often need additional education on the topic of Covid-19 vaccine misinformation.
Social Media Listening
Last, but not least, we conducted social media listening on an ongoing basis to identify and combat vaccine-related misinformation topics, sources, and perpetrators online. The insights gained were shared with the CDC, The White House, and UnidosUS’ 400+ affiliates.