Challenge
Vermont Association of Area Agencies on Aging is comprised of 5 state agencies that help older Vermonter’s age well by providing a host of support services. To better protect Vermont’s older adults from COVID-19, they needed help identifying and overcoming vaccine hesitancy. We needed to create a campaign that addressed any fears and educated people on the ease of getting it done.
Goals
- Reach a specific audience that, in general, does not consume much of their information digitally and get them or their caretakers to visit our landing page to learn more.
- Communicate the ease and safety of getting vaccinated.
- Provide tools for each agency to use on their own, such as printed leave-behinds, social assets and more.
Outcomes
After completing two phases of this state-wide campaign, which included print and digital advertising, direct mail, TV, radio, printed leave-behinds, and website banners/pop-ups, the website has received:
- 4,600 unique visitors to the custom landing page
- 6,000 page views, signaling return visits
- 2023 NESHCo Lamplighter Award Winner
Tenth Crow worked well with our team of five different organizations, helping us to collaborate and make decisions quickly.
They understood the challenges of our demographic (65+) and created advertising that was simple, easy to understand and diverse in creativity.
They were also very helpful in the media strategy and buys that extended across the state and involved a variety of methods (radio, TV, print, digital). They kept the project on time and on budget.
Mary Ellen Reis, Director Of Communications and Development, Northeast Kingdom Council on Aging
Phase 2: encourage those who received the initial vaccine to get the booster
- Building on Phase 1, we fine-tuned tactics and adjusted the budget to focus on what worked best.
- Campaign included print and digital advertising, direct mail, TV, radio, printed leave-behinds and website banners/pop-ups
