[Case Study Details]
Federal COVID Response – Mobilizing a National Health Campaign
[Case Study Details]
Federal COVID Response – Mobilizing a National Health Campaign
Client
U.S. Department of Health & Human Services (HHS)
Industry
Public Health / Government
Service
Digital Project Management
Duraction
2020 - 2021
Overview
At the onset of the COVID-19 pandemic, before vaccines or proven treatments were available, HHS launched a nationwide public service campaign to encourage plasma donation from recovered patients. Plasma therapy offered early promise, but the effort required fast execution, broad public awareness, and coordination across multiple federal agencies.
Goals
The project’s goals were to educate the public on plasma donation and drive measurable participation while managing the urgency and uncertainty of the crisis. Specifically:
Increase national awareness of plasma donation opportunities
Increase national awareness of plasma donation opportunities
Increase national awareness of plasma donation opportunities
Encourage eligible individuals to donate plasma at approved sites
Encourage eligible individuals to donate plasma at approved sites
Encourage eligible individuals to donate plasma at approved sites
Develop a coordinated, data-driven campaign under evolving science
Develop a coordinated, data-driven campaign under evolving science
Develop a coordinated, data-driven campaign under evolving science
Deliver rapid messaging through digital, social, and traditional channels
Deliver rapid messaging through digital, social, and traditional channels
Deliver rapid messaging through digital, social, and traditional channels
Approach
To meet these goals, the campaign team used an agile, multi-channel communications strategy. Key actions included:
Creating 30+ localized landing pages directing donors to nearby sites
Creating 30+ localized landing pages directing donors to nearby sites
Creating 30+ localized landing pages directing donors to nearby sites
Launching a coordinated media effort including PSAs, social campaigns, and targeted outreach
Launching a coordinated media effort including PSAs, social campaigns, and targeted outreach
Launching a coordinated media effort including PSAs, social campaigns, and targeted outreach
Managing real-time research adaptation as scientific data evolved
Managing real-time research adaptation as scientific data evolved
Managing real-time research adaptation as scientific data evolved
Developing custom analytics tools to monitor performance and adjust messaging
Developing custom analytics tools to monitor performance and adjust messaging
Developing custom analytics tools to monitor performance and adjust messaging
Results
The campaign quickly increased awareness of plasma therapy as a potential treatment and mobilized donor participation across the U.S. It demonstrated the effectiveness of rapid execution and collaboration during a national crisis.
Final Thoughts
This project underscored the importance of agility, clarity, and trust in government communication. By balancing urgency with accuracy, the campaign helped lay the foundation for future rapid-response public health initiatives.
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Project management & operations that scale with you
Project management & operations that scale with you
Keep projects on track with clear timelines, budgets, and reporting
Keep projects on track with clear timelines, budgets, and reporting
Streamline digital operations so teams and tools work seamlessly
Streamline digital operations so teams and tools work seamlessly
Gain a steady partner who bridges strategy and execution
Gain a steady partner who bridges strategy and execution
Project management & operations that scale with you
Keep projects on track with clear timelines, budgets, and reporting
Keep projects on track with clear timelines, budgets, and reporting
Streamline digital operations so teams and tools work seamlessly
Streamline digital operations so teams and tools work seamlessly
Gain a steady partner who bridges strategy and execution
Gain a steady partner who bridges strategy and execution