Jessica Allen, Centers for Disease Control and Prevention Robyn Loube, Sensis

Engaging Influencers to Motivate COVID-19 Vaccination in Targeted Populations.


ST. GEORGE A&B April 20, 2022 12:00 pm - 12:45 pm

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Jessica Allen
Robyn Loube

Travel increases an individual’s chances of getting and spreading COVID-19. The Centers for Disease Control and Prevention wanted a campaign targeting Generation Z and millennial African Americans and members of the general population in that age group. Generation Z and millennials have demonstrated a relatively cavalier attitude about COVID-19 and its effects. This campaign was designed to provide them the information they need to get vaccinated before travel and to protect themselves and loved ones before, during, and after travel. ​They turned to multicultural digital agency Sensis to develop and execute a campaign that included audience assessment, message development, testing and evaluation, partner identification and engagement, media relations, and campaign product development and delivery.​ The goal of these efforts is to effectively reach domestic and international travelers with clear, actionable, and accessible COVID-19 travel health information to motivate travelers to get vaccinated and protect themselves, their loved ones, and the communities in which they live and travel.