In September of 2020, the California Department of Public Health's (CDPH) data showed infection rates for COVID-19 were disproportionately out of control amongst high-risk populations. Based on their own research, one of the main drivers of the numbers was laxity in adherence to COVID-19 safety guidelines (Wear a Mask. Wash Hands. Social Distance.).
While CDPH had been consistently running a PSA campaign educating audiences about these guidelines, it appeared these messages were no longer—or had stopped —resonating. And with an ever-evolving situation around Coronavirus, a new challenge arose. CDPH was very concerned the emotional draw to spend time with family over the holidays could drive an even greater spike in cases, especially with stay-at-home fatigue already setting in as the holidays approach.
Based on the research we conducted, we found a key factor driving this phenomenon. There was compartmentalization of how these groups were treating the safety guidelines. Despite many in these segments having frontline jobs and being essential workers, where it was a work requirement to adhere to the CDC guidelines, they were not taking the same precautions at home when interacting with family and friends.
GET: High-risk populations and Hispanic families thinking about spending time in person with loved ones over the holidays
TO: Rethink their options when making end-of-year plans and stay home
BY: Making an unexpected, emotional appeal from the voice in the family they respect most: Mom.
We are a collective of smart, creative, culturally attuned trailblazers with unique cultural and consumer sensibilities that enable us to help brands stay in-step & grow with today's "new" consumer in ways no other marketing group can.
We are a collective of smart, creative, culturally attuned trailblazers with unique cultural and consumer sensibilities that enable us to help brands stay in-step & grow with today's "new" consumer in ways no other marketing group can.