This campaign and toolkit won numerous awards including best of show/ gold awards by the Advertising Federation of America and silver award by the American Association of Medical Colleges (AAMC/GIA).
While the UF, UF Health and surrounding communities were continuing to weather the COVID-19 pandemic with the use of the Screen, Test & Protect toolkit (STP), there was finally a potential light at the end of the tunnel. The COVID-19 Vaccine. With the pandemic/vaccine politicization that was happening at the time, it was important to begin informing the public about the science but also working to inspire vaccine confidence. With the guidance of experts across an array of fields, from medical and psychology to public influence and communication, I went to work creating a COVID-19 Vaccine Toolkit.
To ensure our vaccine communications and assets didn't get lost in the sea of COVID-19 STP assets and communications but still felt like part of the STP style and initiative, I went to work, developing a vaccine communications specific approach, leveraging the STP style with a few modifications to distinguish it – including messaging and a color shift from the yellow of STP, to the use of the teal offered in the STP style guide.
Once again, I was responsible for taking charge of ensuring all communicators were aware and had access to the toolkit but the UF Health Screen, Test & Protect initiative went one step further in the fight against COVID.
As part of a UF Health STP vaccine hesitancy steering committee, I was charged with leading a vaccine hesitancy communications sub committee that included experts from UF, UF Health and influential community leaders. Working directly with community leaders like pastors, public officials, the public health department, local business leaders and influencers helped inform our approach to creating communications to inspire vaccine acceptance within our community. These leaders helped identify vaccine champions featured in our vaccine hesitancy campaign that was run across the state as well as provide vital insight into their constituency and how best to reach them. I also participated in local vaccine events as a vaccine champion to help answer questions for the community about the vaccine and offer materials for them to consider.
This toolkit and campaign won numerous awards visual, metric based and influence focused awards, and the collaborative efforts we took in developing these communications tactics with community members helped to develop and reinforced strong relationships, brand awareness/trust and loyalty, across our local community.
