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This is one example of the many projects completed by SMALA Consulting Group.  

This case study, in particular, will be presented at the 2022 American Public Health Association in Boston, MA.

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SERVICES PROVIDED

CLIENT

Xavier University of Louisiana

Strategy, Advertising, Social Media, Progress Narrative, Evaluation

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The Challenge

A Campaign to Alleviate COVID-19 Vaccine Concerns

On June 14, 2021, XULA Public Health Department with coordination from SMALA Consulting Group, LLC (SCG), launched a social marketing campaign in the Greater New Orleans area.  The goal of this campaign was to increase the number of African Americans under the age of 40, receiving the COVID-19 vaccine. Specifically, XULA was interested in prioritizing those individuals who had concerns about the side effects (or symptoms), safety, and efficacy of the vaccine, and who were anxious to return to a lifestyle similar to pre-COVID.

The Strategy

Radio, Social Media, Out-Of-Home Advertising, Partnerships

Billboard
Billboard
Billboard
Social Media
Social Media
Social Media
Door Hanger
Door Hanger
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The Results

A Successful High Impact Campaign

The campaign ran for 4 weeks, between June to July 2021.  Collectively, the placement strategy yielded approximately 8.8+ million impressions.  By the end of the campaign, the Louisiana Department of Health’s coronavirus dashboard indicated 33% of Black/African Americans receiving at least one shot of the COVID-19 vaccine (compared to 31% at the start of the campaign).  Also, 29% of individuals in the under 40 age group received at least one shot of the COVID-19 vaccine (compared to 26% at the start of the campaign).

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