COVID-19: California Department of Public Health

Unprecedented times call for unprecedented work. Like the largest and most comprehensive public health campaign in California’s history. For over two years, we spread the word to help stop the spread of COVID-19. Through the various stages and phases of the pandemic, we pivoted messaging to encourage harm reduction behaviors, inspire Californians to get vaccinated and boosted, combat COVID fatigue and offer life-saving support.

A truly integrated and community-first campaign, this effort spanned every platform and placement, from organic social and influencer partnerships to broadcast and paid media. We transadapted messages into dozens of languages to help build trust, address fears, and meet multicultural audiences most impacted by COVID-19 where they were. The outcome? More than 21 billion paid impressions statewide and, more importantly, 31 million vaccinated people—more than any other state at the time!

Agency: Runyon Saltzman, Inc.
Production Company: Corduroy Media
Creative Director: Steve Fong
Writer: Montana Strohl-Roy
Art Directors: Lizzie Brozek, Keli Columbini & Amber Witzke
Videographer: Sean Arnston

Impact at a Glance

Harm Reduction

At the start of the pandemic, nobody knew what we were in for or how long it would last. Rules and restrictions were constantly evolving, so our job was to keep up with clear, concise safety information to disperse to those who needed it most. Essentially, we needed to help minimize the harm done to California communities. This messaging included simple steps, such as masking up, social distancing, and thorough hand washing.

COVID Fatigue

After over a year of pandemic messaging, Zoom calls, and stock footage-fueled commercials, California was getting tired of hearing about COVID-19. So, we had to get creative about breaking through the clutter to ensure everyone didn’t forget about safety measures. We turned to animation, artist activations, and even superheroes to get the job done. Messaging took on a more light-hearted approach to lift spirits and bring communities together again as the world opened up.

Project Span:
2020-2022

Pandemic Phases

Surge Stopping

During periods of extremely high cases and deaths, we had to underline the severe threat COVID-19 posed, especially to vulnerable populations. We needed to strike a delicate balance of serious but not so intimidating as to overwhelm our audiences. A lot of this involved amplifying the voices of real experts and folks impacted by the pandemic, telling their stories to help save as many lives as possible.

Vaccinations

Once immunizations were safe and approved, we spread awareness about vaccine efficacy and debunked swirling myths. We combatted misinformation and disinformation by sharing the most up-to-date facts and empowering Californians to make educated health choices. Getting vaccinated and boosted became the #1 way to protect against COVID-19.

The New Normal

Though we were all eager to move on with our lives and put the pandemic behind us, it was important to remind Califfornians that COVID-19 will always be out there. Luckily with so many vaccinated individuals, getting infected no longer overwhelms hospitals or is as dangerous for most folks. But staying on top of COVID-19 boosters, just like we do for the seasonal flu, can help keep cases low and symptoms mild.