Riverside County
Case Study
In 2020 and 2021, Riverside County and the Riverside University Health System launched an effort to guarantee that communities of color and multilingual communities were receiving accurate and culturally competent information. The campaign focused on distribution of a tailored information toolkit to empower RUHS medical staff to clearly and appropriately correct misinformation around the COVID-19 vaccine and booster.
Related capabilities
ADVERTISING & MARKETING
COMMUNITY OUTREACH
PUBLIC AFFAIRS & COMMUNICATIONS
The Challenge
While availability of the COVID-19 vaccine and booster by communities of color was on par with other communities and regions, acceptance levels were far lower. A key factor in this was the discrepancies in information and limited culturally competent information from reliable sources, which meant that incomplete narratives and misinformation were rife.
In addition to access barriers, factors such as language interpretation, cultural beliefs and misinformation/disinformation contributed to vaccine hesitancy and limited acceptance across hard-to-reach communities.
Our Approach
This campaign focused on creating and disseminating culturally competent and in-language information on the COVID-19 vaccine and booster vaccine. This information was vetted by RUHS medical staff and teams in order to ensure accurate data, information, and resources. Tzunu partnered with media outlets, radio, TV, and print from across the region to ensure we tapped into the region’s information hubs.
Through a multi-faceted campaign, Tzunu engaged ethnic media and community- and faith-based partners throughout the county while leveraging data and mapping tools to assess and improve our outreach strategies. To ensure high impact, we focused on individual people’s reach and click rates vs. general impressions, giving stakeholders a stronger sense of impact and usage of Riverside University Health System services.
Highlights
Paid media investment across TV, radio, and print outlets
Circulation of digital ads that were culturally sound
Earned media and added value to supplement efforts
Data, mapping and metrics to ensure accurate strategies
Engagement of trusted community-based organizations
Results
A multi-faceted, four-month campaign to engage hard-to-reach communities in the County of Riverside that elevated trust and combated misinformation/disinformation.
