One-by-One Coordinated Vaccine Communications & Community Engagement

2022 NACo Achievement Award Winner

Oakland County, Mich., MI

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About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2022

Oakland County implemented a multi-faceted public education campaign that encouraged hope and confidence in the COVID-19 vaccine. The goal of the One-by-One campaign was to reach the national benchmark to vaccinate 70% of adults by July 2021. To show community involvement, the individuals featured were residents of Oakland County. The target audience included all county residents with focused efforts based on the Social Vulnerability Index (SVI) data and vaccination rates in our communities. One-by-One was the core messaging for all Oakland County vaccine communications from May 2021 to the present. The strong visual brand and messaging resonated so well with residents that it became the backbone for other vaccine education campaigns. We leveraged the strength of the core campaign to build a sense of community, with an uplifting, inspirational tone. Targeted campaigns included: • Save Your Spot community clinics • Community Blitz Kit and Pop-Up Community Clinics • 10-Day $50 Incentive to reach 70% by July 4th • Back-to-School and pediatric clinics One-by-One we get stronger, we get healthier, we get back to business, and we come together as a community; the call-to-action encourages Oakland County residents to do their part to help stop the pandemic by getting their COVID-19 vaccine at OaklandCountyVaccine.com.

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