Industry: Healthcare
Target markets: County health departments, public health officials, state and local policymakers, healthcare and community partners, advocacy organizations, grant funders and sponsors.
Between 2020 and 2023, the New York State Association of County Health Officials (NYSACHO) retained The Baker Agency for a back-to-school immunization campaign, a more general campaign to increase statewide awareness about the importance of vaccinations, to create a call-to-action for families to schedule vaccination appointments and to increase public education on Tick-Borne Diseases.
The Challenge
As the state and country moved through the COVID-19 pandemic and then became further removed from it, childhood vaccination rates waned nationwide amid political fervor over the COVID-19 mRNA vaccine. Additionally, some populations served, educated or advocated for by county health officials have long-standing skepticism of vaccines, such as the Hebrew communities. Regarding Tick-Borne Diseases, a general lack of awareness was widespread across the state’s population.
Our Approach
The Baker Agency created toolkits for local health departments and community groups across the state to help encourage vaccinations. These toolkits included flyers, brochures, rack cards, social media posts, form letters and email content. After creation of the specific elements, they were translated into Yiddish, Spanish, Haitian Creole and Chinese.
We also assisted NYSACHO in public education on Tick-Borne Diseases in New York. This project scope changed several times, and our team was able to pivot accordingly. Our firm assisted NYSACHO in its partnerships with various Cornell Cooperative Extension offices on events held throughout the state, providing on-site logistics, media relations and Facebook Live services, all with a very short turnaround.
Additionally, our agency created a 22-page triennial report illustrating NYSACHO’s work over three years. The report encompassed articles, photos, infographics and financial information.
The Results
The Baker Agency executed two video commercial productions and advertising purchases within a one-month window. Digital advertising reached 80,000 New Yorkers in the first four days, with the client spending just $80. Our team secured earned media coverage that was outside the scope of work.
For the Tick-Borne Diseases public education campaign, our team assisted NYSACHO with general education and the distribution of 7,000 “Tick Kits” statewide.