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La Crosse County Health Department COVID-19 PSA Campaign

La Crosse County Health Department COVID-19 PSA Campaign

The World Health Organization classifies the Coronavirus disease (COVID-19) as an infectious disease caused by a newly discovered coronavirus. While there are no direct vaccines or therapies for COVID-19 at this time, there are, however, many ongoing clinical trials examining potential treatments. 

As the world continued its lockdown, the La Crosse County Health Department (LCHD) moved aggressively to promote “Safer at Home” measures enacted by Gov. Tony Evers via “Emergency Order #28” As of April 27, 2020, the New York Times reports 6,081 confirmed cases and 281 deaths. 

Media Campaign

To provide critical and timely information to La Crosse County residents, the LCHD worked to develop a marketing campaign aimed at reaching all demographics. LCHD decided to partner with Elevate Media Group (EMG) to provide its full suite of marketing materials. 

To reach drivers during the initial slowdown, LCHD and EMG moved quickly to place billboards strategically throughout major thoroughfares as well as push messaging through radio buys. 

While teens and college-age residents were slow to adapt, branded social media content was used to reach a diverse audience online. Emphasizing the dire nature of the situation, the LCHD even employed MEMES to reach a demographic generally less in tune to the general goings-on of local government.

“We are fighting a virus, not each other.”

City of La Crosse Police Department, City of La Crosse Fire Department, Mayor Tim Kabat and La Crosse County Health Department

In an effort to reach audiences engaged primarily through traditional mediums, EMG designed advertisements for both newspaper and local TV stations. While maintaining social distancing reduced creative options, EMG suggested and, in turn, provided a light animated style to convey LCHDs messaging. Employed to provide viewers with both critical information and practices, these animations aimed to breakdown complex issues and reduce anxiety caused by the disease.

Summary

Early on, LCHD provided the public with critical information in a timely and organized fashion, holding regular press conferences and keeping up to date information available on both their website and social media platforms. Our medical professionals, grocers, public transportation, and postal workers (many more) have and continue to work towards flattening the curve. Every day community members willing to stay home, practice safe habits, in the end, save lives. As Axios reports. “Social Distancing is Working”