ASU vaccination campaign
ASU vaccination campaign “Words can save lives. Our ability to boost confidence in COVID-19 vaccines will depend largely on the language, the messengers and methods we use to communicate to Americans that the vaccine will help keep them and their families safe and healthy.” — Dr. Brian C. Castrucci, president and CEO, de Beaumont Foundation.
A task force has been established for coordinating a vaccination communication campaign and is led by Media Relations and Strategic Communications, the Enterprise Marketing Hub and the College of Health Solutions. Guided by marketing research and information from the Ad Council and the state of Arizona, the campaign will focus on three pillars:
- Educate — This first phase will focus on increasing general knowledge and improving attitudes about the effectiveness of the vaccine to build the foundation for vaccine acceptance.
- Encourage — The second phase will focus on increasing individual intent to be vaccinated by introducing social norms about vaccination among trusted individuals, families, friends and community.
- Engage – The third phase will focus on expanding social norms strategies with messages about access to increase the individual completion (both first and second dosages) of vaccinations.
Due to the coordinated efforts of the task force, we ask that units not create their own messaging or creative around vaccines or vaccinations. We will be rolling out content and creative through the Hub High Five and social media Slack channels for units to utilize, the first of which is a social media tool kit to start educating audiences around vaccinations and vaccines. Please post and amplify campaign-related content at least weekly on your channels and utilize the #ForksUpSleevesUp hashtag.