Advertising
The Challenge
With evolving health parameters and continuously shifting public opinion, the City & County of Honolulu needed to
implement an aggressive, multi-pronged communications campaign to address community concerns regarding the COVID-19 pandemic. The six-month campaign, which ran from July to December 2020, sought to communicate emerging health and safety information to a variety of audiences in a clear, relevant and data-driven manner. From government officials to those disproportionately affected by COVID-19, such as Native Hawaiians and Pacific Islanders, our consistent, science-based messaging had to be relatable to each specific community and delivered via channels that were both safe and audience appropriate. The campaign needed to be both comprehensive and flexible, able to proactively address ever-changing conditions.
The Solution
After doing research to ensure messaging was data-driven and appropropriate, Anthology developed a communications strategy that relied upon direct – albeit digital – community outreach and extensive media, public, and private partnerships. The six-month integrated media campaign included broadcast television and radio, gaming platforms, organic and paid social media, online stakeholder and community meetings, out-of-home placements at malls, grocery stores, and drug stores, print, programmatic digital advertising, streaming media, and a website. The campaign generated nearly 80,000,000 TV impressions and 75,000,000 radio impressions; just over 31,000,000 out-of-home impressions; more than 12,000,000 organic social media impressions; and hundreds of thousands of paid social media impressions. There was a 50% increase in awareness of OneOahu.org and a 78% recall of One O'ahu messaging. The campaign also received consistently high ratings in the following categories: clarity of message, visually appealing, appropriate to the current situation, and "compels me to consider following the COVID-19 guidelines."
