COVID-19 VACCINATION

COMMUNICATIONOUTREACH STRATEGY

PRESENTATION BY04.01.2021

GOALS

• Encourage as many eligible Nevadans as possible to getCOVID-19 vaccine

• Inclusive effort, embracing Nevada’s diverse communities

RESEARCH

COVID-19 VACCINE DEMAND CONTINUUM

VACCINE SKEPTICISM DRIVEN BY:

1. Concern about safety and side effects from COVID-19 vaccines

2. Speed of the clinical development process3. Distrust in the political and economic motives of the

government and corporations4. Established and novel conspiracy theories involving

vaccines

PHASE 1 OUTREACH: EDUCATE

PHASE 2 OUTREACH: INSP IRE TO TAKE ACTIO N

STRATEGY: 3 MILLION REASONS

This icon represents Nevada’s 3 million residents, each of whom is one of our 3 million reasons to promote COVID-19 vaccination.

EXAMPLES

HER REASON

HUGGINGGRANDKIDS

OUR REASON

GETTINGTOGETHER

THEIR REASON

SINGING IN THE CHOIR

OUR REASON

PRESERVINGTRADITIONS

MESSAGING BEST PRACTICES• Lead with empathy in messaging efforts —goal = protect all

Nevadans, keep them safe and healthy• Appeal to desire to protect loved ones• Ask group influencers to help deliver messages to individual

groups• Respect audience’s independence: get informed• Acknowledge questions and concerns with respect and

understanding• Remind audiences of human connection —getting back to

the people and events we miss so much

PARTNER RESOURCES

• Existing materials on “Partner Resource” page

• Videos• Flyers• Fact sheets• Stickers• Social media posting guide

• Co-branding opportunities• Local/regional media support

CO- BRANDING EXAMP LES

Co-branded postcard for state legislators to send their constituents

CO- BRANDING EXAMP LES

Co-branded Nevada Health Response social media graphics

CO- BRANDING EXAMP LESCo-branded website header for Nevada Department of Health & Human Services

CO- BRANDING EXAMP LESCo-branded video developed with Cónsulde México enLas Vegas and R.E.A.C.H.

SOCIAL MEDIA – BEST P RACTICES, SAMP LES:

Caption: Everyone has a reason for getting their COVID-19 vaccine —what’s yours? Visit nvcovidfighter.orgto use the vaccine locator or to find answers to your questions from Nevada’s medical experts. #3millionreasons #everynevdancounts

Caption: At Immunize Nevada, we miss fun office moments like these, bonding as a team and stopping for a selfie while ensuring all Nevadans have access to life-saving vaccines. We can’t wait for our next smiling selfie. What’s your reason for getting a COVID-19 vaccine? #3millionreasons

Caption: What’s your reason for getting your COVID-19 vaccine? Whether you’re already vaccinated or eagerly awaiting your turn, post a picture using #3millionreasons, and tell us your reason. Because every Nevadan deserves protection against COVID-19, and #everynevadancounts.

FACEBOOK AND INSTAGRAM GRAPHIC

TWITTER GRAPHIC

OUTREACH TACTICSMEDIA TACTICSBuses – interior and exterior (urban)Bus shelters (urban)Outdoor billboards (urban, rural)Newsprint (rural)Digital ads (urban, rural)Streaming video (urban, rural)Broadcast TV (urban, rural)Broadcast radio (urban, rural)Cable TV (urban, rural)Social media – organic and paid posts (urban, rural)

COMMUNITY/GRASSROOTSIn addition to paid and social media, grassroots outreach efforts will also take place in rural and underserved communities.

OUTREACH EXAMPLES

Reno outdoor board

OUTREACH EXAMPLESLas Vegas bus shelter display

OUTREACH EXAMPLES

Digital ads targeting various communities