THE CHALLENGE
In the fall of 2020, an unprecedented global pandemic required an equally unexpected response. The Idea Marketing partnered with the Colorado Department of Public Health and Environment (CDPHE) and the Governor’s Office to create and implement a campaign encouraging Coloradans to follow COVID-19 public health guidelines (i.e., masking and social distancing).
Certain communities and groups were prioritized due to their higher risk for severe disease outcomes, perceived threat levels, health inequities, and/or age. These groups included Black Coloradans, Hispanics/Latinos, rural Coloradans, young adults (18-24), and Coloradans aged 65 and over.
THE SOLUTION
Facing a compressed timeline, The Idea Marketing conducted formative qualitative and quantitative research with the priority populations. This facilitated a rapid turnaround for the campaign creative, allowing us to launch in less than a month after onboarding the client.
The resulting campaign – “Step Up Colorado” – aimed to evoke the individual responsibility of all Coloradans to get vaccinated, encouraging residents to help reduce the spread of COVID-19. A sub-messaging matrix was strategically developed to tailor messages through the lens of each audience addressing their main benefits, key anxiety points, and barriers to compliance.
INFORMING STRATEGY THROUGH CULTURAL NUANCES
Staying apart, avoiding gatherings, and maintaining distance were key to slowing the spread of the virus, but these measures conflicted with many cultural values in the Hispanic community. The challenge was to stay aligned with the umbrella campaign while creating a counterpart that authentically spoke to the values and beliefs of Spanish-dominant Hispanics.
The resulting creative execution – “Échale Ganas Colorado” – was a standalone campaign with its own identity, drawing on a culturally significant phrase used in Mexican communities. It’s common to hear Mexican mothers say “Échale ganas, mijito” to encourage their children to take action. The Spanish-language campaign was so distinct and tailored to this audience that it was often difficult to fully convey the concept to monolingual English speakers.
Creative adaptations for “Échale Ganas Colorado” incorporated distinct colors, branding, and a unique look and feel that resonated with first-generation Hispanic audiences, while still maintaining synergy with “Step Up Colorado.” The messaging focused on culturally relevant themes, such as family and communal responsibility, emphasizing protecting loved ones. The selected visuals represented the community, ensuring that Spanish-speaking Coloradans saw themselves in the campaign.
The paid media component of “Échale Ganas Colorado” included an extensive array of outlets dedicated to reaching this audience: from Spanish-dominant TV and radio to Spanish language newspapers, video streaming of Mexican soccer games, placements in local Hispanic mercados & ice cream shops (paleterías), and even lunch trucks at construction sites.
GOING ABOVE AND BEYOND TO KEEP COLORADO HEALTHY
In total, 77 local social media micro-influencers were recruited to distribute campaign talking points and key messaging with their followers, alongside a multitude of Community-Based Organizations (CBOs) serving priority populations. Over a quarter of the local micro-influencers and CBOs that were enlisted were specifically Hispanic. This resulted in an unanticipated level of engagement, as the micro-influencers over-delivered on impressions by 2,711%.
“Échale Ganas Colorado” resonated with the community and changed behaviors. Post-campaign research found that Hispanics’ self-reported “mask-wearing” increased by 10 points and “keeping distance” by 18 points in only three months.
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