When Covid19 hit, many people were left concerned and scared for their future and safety. Thankfully, Public health officials provided vital information that ensured the safety of us and our loved ones. But at the same time, coronavirus misinformation began spreading, preventing the truth from getting to those who needed the most. The Resiliency project was a way to spread awareness about COVID-19 and bring objective truth back into the conversation.

We partnered with federal, state, county, and local agencies to combat this disinformation and fear during the height of the pandemic. Our advertising agency's goal was to create a peer-modeled solution to help give public health leaders the framework they needed to enact successful campaigns.

The campaign would target diverse demographics, including Caucasians, BIPOC, and undocumented individuals. With each group having a different reason for refusing to get the vaccines, our first challenge was creating a peer modeling solution that could connect to them regardless of their beliefs, values, or language.

Scaling would be another challenge. This was because the campaign was intended to help public health leaders who had their own campaign plans with the funding they received. Therefore, when developing the framework, we would have to ensure that every state, county, and city municipal would be free to adapt the modeling to their individual needs.

And since the project was more about saving lives and less about gaining new contracts, we had to make a structure while considering how others could easily replicate our system for their benefit and the benefit of the public.

After several meetings with some of the world’s top public health leaders across the country, our team created a campaign fashioned after Dr. Alfred McAlister’s peer modeling approach.

Our advertising agency made an in-depth process where we shared our methodology directly with public health leaders, communicators, and other government institutions. As a result, public health officials were also allowed to submit proposals and receive funding for their projects and campaign. This led to multiple states allocating money for their public health safety projects.

Our team also developed a website that targeted public health officials and the general public. It provided stories and accurate information about COVID-19 and the vaccines. Also, it created a place where people could participate in the campaign by offering them an opportunity to speak with a subject matter expert. Finally, visitors could get information on how to bring awareness to their community.

We also leveraged social media by running campaign ads on different channels, such as TikTok and Instagram, and in various formats for a more extensive demographic reach.

By the end of the campaign, we successfully connected with all our targeted audiences in California, Georgia, New York, Illinois, and every other state whose public health leaders were present during the initial meetings. Overall, we were able to reach almost half of the American population, with 30 million people in the state of Texas alone.

The peer modeling solution we made was considered so effective that it was published in an academic paper citing DR. Alfred McAlister and our team members as notable contributors to the campaign’s effectiveness.

This concept, created by our team, ended up getting modeled and replicated throughout the US, especially in the southern portion of America, quickly becoming the foundational framework for future campaigns.