Case study spotlight
Tapping into various media touchpoints to engage multicultural communities in the UK to raise awareness of the COVID-19 vaccine rollout. By accessing multi-language publications, radio networks and TV channels, the NHS was able to communicate important messages to some of the hardest to reach audiences.
CLIENT – Cabinet Office – NHS
AGENCY – OMG UNITE, OmniGov
SERVICES – Content Creation, Content Partnership, Creator Collaborations, Community Engagement, Insight & Strategy, Media Activation
What were the results?
Within the first 2 weeks of rolling out both TV and radio communications, there was a 10% uplift in members of African, Caribbean, South Asian, East Asian, Middle Eastern and other ethnic minority communities saying they would consider getting the vaccine. The press partnership drove an incredible average of 76% recall of government messaging.
Overall, each media touchpoint engaged true understanding within some of the hardest to reach audiences during a time of national crisis and distrust.