In June 2021, Mississippi was the least vaccinated state in the country at just over 40%. Case counts seemingly on the decline plus an increasing number of questions from the public about the side effects of the vaccine, left the vaccine hesitant population unmotivated but highly vulnerable. With SPM Partner Austin Barbour on the ground, and our extensive experience in the state, the Delta Health Alliance (DHA) brought us on with a clear mission: educate Mississippians about why they should get vaccinated.

To start, we instinctively knew and data confirmed the messengers needed to be trusted sources within the community. In such a divisive time, we opted for something that Mississippians can always agree on – their love for football. We produced two direct to camera spots featuring local football legends with deep ties to the region, Archie Manning and Jerry Rice. The testimonials were simple and fact-based. Additionally, we showcased the 100% vaccinated Mississippi Mass Choir, a beloved community group, to deliver the message that vaccinated people are able to come together safely and do the things they love.

Using extensive data, we identified our audiences and developed media placement strategies in order to efficiently target programs and networks to reach them. Insights showed us that one segment of our audience was 2 times more likely to be reached via digital, OTT (Over-The-Top), cTV (Connected TV) ads, and the other with traditional TV/cable. Using the same tools we used targeted radio with our television spots, creating an echo chamber of messaging. While traditional media channels were critical for maximizing the reach of the campaign, digital allowed us to quickly move resources to the lowest vaccinated counties in a particular market, adding crucial added weight of message where it was needed most. We created display banners using visuals from our videos, which we used for contextual ads, running alongside relevant articles. Additionally, we reached out to over 40 local publishers to buy advertising and encouraged them to organically share the ads through their channels to ensure we were reaching Mississippians through a more trusted, local news outlet.

Television Ads:

Services Provided:

• Fully Integrated, Screen Agnostic Media Plan
• Strategic Communications
• Social Media Strategy + Content Creation
• Production

Results:

By August, local newspapers reported “Mississippi COVID-19 vaccination rate up 107%” and we started to see the results. Over the course of our advertising efforts, an additional 753,783 vaccine doses were administered. The increase in vaccination rates closely mirrored our media spending, and came at a cost of just $2.63 in media spending per vaccine dose. By the conclusion of our campaign, Mississippi was no longer the least vaccinated state.