COVID-19 wreaked havoc on Latino communities and prompted excessive hospitalization and loss of life charges in 2020 and past.
There appeared to be a glimmer of hope, nonetheless, in early 2021.
That hope got here within the type of COVID-19 vaccines, which have been simply changing into obtainable all through the USA. Nonetheless, distrust, misinformation and inequitable vaccine distribution prompted decrease vaccination charges within the Latino group, in accordance with UCLA Latino Coverage & Politics Institute analysis.
To deal with these points, NBCUniversal Telemundo Enterprises debuted the “Planfica tu Vacuna,” or “Plan Your Vaccine” marketing campaign, in tandem with the nationwide vaccine rollouts in early 2021.
Telemundo, the nation’s largest Spanish-language tv station, debuted a bilingual web site with vaccination data and a PSA that was featured on the Latin American Music Awards.
Telemundo’s comms group efforts relied closely on its mother or father firm powerhouse, NBCUniversal, to increase the marketing campaign’s footprint.
Their group’s arduous work gained them the COVID-19 Communications Marketing campaign award at Ragan’s 2022 PR Every day Awards.
Right here’s what you may study from the marketing campaign:
Get early government buy-in
Christina Kolbjornsen, senior VP and head of company and exterior affairs at NBCUniversal Telemundo Enterprises, informed PR Every day that when constructing out a PR marketing campaign, get government buy-in early.
“Govt buy-in from day one is de facto vital,” Kolbjornsen stated. “As a result of it helps help the significance of the campaigns that you just’re constructing. It additionally helps to raise the why. And it additionally helps to navigate potential kinks.”
Kolbjornsen stated her group tapped NBC executives and the model’s senior management group. The marketing campaign’s group shared pertinent marketing campaign thought particulars and messaging to assist NBC’s leaders perceive its total mission and goal.
When everybody was on board, Kolbjornsen saved the execs and senior leaders shut all through the marketing campaign and shared updates and comms methods all through.
“The group was actually all in,” Kolbjornsen stated. “It actually was an enormous effort on behalf of the corporate to get this marketing campaign finished. Our executives have been in it day in and day trip … and a part of the group that made it occur.”
Use what you have got
Kolbjornsen stated that Telemundo and NBC joined forces and launched the marketing campaign with two 30-second PSAs.
“In the present day” featured the English-language model and Telemundo’s morning present, “Hoy Día,” featured the Spanish-language model.
The PSAs featured Telemundo’s roster of anchors and celebs like, WWE’s Angel Garza and actor Mario Lopez (seen in each movies) to encourage viewers to get vaccinated.
“There’s hope” with the debut of the COVID-19 vaccines, Lopez stated within the “In the present day” present PSA.
Different celebs within the “In the present day” PSA chimed in.
“I do know, I do know, it’s been a little bit complicated,” Mike Tirico of NBC Sports activities added of the pandemic.
“So it’s extra necessary than ever to make a plan,” Peacock’s Amber Ruffin stated.
“In the present day” co-anchor, Hoda Kotb, was additionally featured within the PSA.
Kolbjornsen stated it was necessary to faucet individuals who already had a relationship with Telemundo and NBC to unfold the phrase whereas letting their star energy shine shiny.
Talking of star energy, the PSA was additionally featured on the Latin American Music Awards.
“We took benefit of getting that present as yet one more approach of reaching a unique viewers,” Kolbjornsen stated. “They have been more than pleased to companion with us.”
The PSA was seen by 1.9 million folks throughout the nation already tuned in to the award present.
Along with the PSA, the Telemundo marketing campaign group used in-house sources to have interaction in conventional media relations outreach efforts to cowl print, social and radio shops.
Telemundo despatched out press releases, and shared marketing campaign messages throughout social media, together with the #PlanYourVaccine and #PlanificaTuVacuna hashtags.
The PSA reached 17.7 million folks throughout America on all platforms. The attain included 2.4 million engagements throughout Telemundo platforms, social accounts and on YouTube.
“Completely different audiences are extra used to totally different shops to get their information,” Kolbjornsen stated. “So, when considering by way of this marketing campaign, we made positive that we have been actually touching all totally different factors to succeed in the broader variety of those that we might.”
Whereas not all PR groups have shops like NBCUniversal at their disposal, take a look at the sources and instruments you do have, brainstorm and don’t be afraid to get inventive.
“Suppose in a different way and (about) how you can attain your viewers,” Kolbjornsen stated.
Kolbjornsen stated that on the finish of the day, it’s about believing within the goal of your aim, bringing in companions like executives and having a number of concepts.
“Act rapidly,” Kolbjornsen stated. “Suppose quick, act quick. And that was additionally vital to the success (of the marketing campaign) as a result of we knew we have been swinging for one thing that was occurring in that second. We didn’t have a six-month runway to assume by way of it and see how we might probably sort out an issue.”
Sherri Kolade is a author and convention producer at Ragan Communications. She enjoys watching outdated movies, studying and constructing an authentically curated life. Comply with her on LinkedIn. Have an incredible PR/comms speaker in thoughts for one among Ragan’s occasions? Electronic mail her at sherrik@ragan.com.
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