- Above: Left // Anne Elisco-Lemme, executive creative director; Right // Kumi Croom, group account director
As California continues a tiered vaccine rollout to quell the spread of a virus that’s claimed more than 40,000 lives statewide, Duncan Channon
has been named lead creative and media agency for a $40M statewide Covid-19 vaccination public education campaign by the California Department of Public Health
As part of a one-year engagement, Duncan Channon is responsible for developing a multicultural creative approach to build trust in the vaccine - and to educate and prepare Californians to get the vaccine when it’s their turn. The work will aim to get Californians comfortable with the vaccine at a time when misinformation is creating a dynamic situation where consumer trust levels can change daily. As a critical part of this effort, Duncan Channon will look to overcome the unique concerns among communities that have been disproportionately impacted by the virus, including Black and Latino residents - as well as white conservative residents.
“We understand the gravity of this assignment - which represents a vital opportunity to stem the spread of this devastating virus by helping Californians to trust the vaccine enough to get it,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “People have different doubts, but one shared enemy: Covid-19. We’re pouring every ounce of energy, empathy and insight into this work and into our collaboration with the CA Department of Public Health.”
“We’re bringing a diverse team that includes talented agency partners and a tremendous level of care to understand and reflect the concerns of multicultural residents who have highly personal and historical reasons to doubt that the vaccine has their well-being in mind. This work has to represent and resonate with all Californians,” added Kumi Croom, group account director, Duncan Channon.
The California Department of Public Health awarded Duncan Channon the one-year, $40M contract following a competitive review with multiple agencies. Duncan Channon and an integrated multicultural team of agency partners - including Barú
- demonstrated deep cultural expertise to reach Black, Latino, Asian Pacific Islander and Indigenous communities as part of this effort. The team’s first comprehensive vaccine campaign will launch in early March and include culturally relevant creative in at least 13 languages. The ongoing public education initiative will feature paid media efforts, social media and influencers, as well as PR and community engagement.
“Duncan Channon brought a level of insight, humanity and passion for this issue that stood apart from competitors,” said Dr. Martha E. Dominguez, senior communications advisor, CA Department of Public Health. “The team dug into the complexities and motivations of California’s diverse population and proved they were up to the strategic and creative task of building the trust needed to change the trajectory of this pandemic. We’re proud to partner with Duncan Channon to bring empathy and creativity to the urgent issue of vaccination.”
The California Department of Public Health vaccine engagement adds to Duncan Channon’s growing body of social impact work which includes five years of work with the CA Tobacco Control Program to fight the teen vaping epidemic as well as reduce smoking across the state. This vaccine win comes on the heels of the agency’s selection for a five year, $400M contract with Covered California
, the first and largest state-run health insurance exchange created under the Affordable Care Act.