AMBITION
Reach travelers with timely public health information
On March 11, 2020, with more than 118,000 cases in 114 countries and 4,291 deaths, the World Health Organization declared the coronavirus disease 2019 (COVID-19) a global pandemic. The COVID-19 response was the largest response to any disease outbreak in CDC history. As the pandemic unfolded, CDC needed to test new ways to communicate COVID-19 guidance, especially when travel recommendations changed and international travelers returned to the United States. To recapture the attention of the public, we worked with CDC to strategize innovative ways to deliver COVID-19 guidance to travelers.
ACTION
How paid media impacted the journey
To help CDC reach international travelers about COVID-19 within five days of arriving in the United States, we developed timely public health messaging, custom content, and creative products, then disseminated them through a paid media solution that leveraged social media and programmatic messaging. We worked with CDC to tailor messages to the specific audiences that typically travel through US ports of entry, and directed international travelers to a central hub: CDC’s international travel webpage.
ACHIEVEMENT
The road to reaching millions
In six months, CDC reached 10,724,457 unique travelers, generated 31,629,295 impressions, and delivered an average click-through rate (CTR) of .29%. This effort was a significant step forward in accelerating CDC’s public health communication mission: to deliver information proactively and quickly to specific audiences at the right time and place, and in the right cultural context. CDC is now leveraging private industry technology to build brand awareness and credibility with international travelers. The framework we provided enables CDC to collaborate with other government agencies on future public health messaging and communication strategies, potentially mitigating future disease transmission among travelers. In 2023, our work was recognized by Hermes Creative with a Gold Award in Digital Advertising.
unique traveler reach
Impressions
Click-through rate (CTR)
Using a combination of programmatic and social media public health messaging layered with geofencing technologies, we helped CDC deliver the latest COVID-19 travel guidance to over 10 million international travelers.
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