Florida-Research-Parks-Network

About This Project

Covid-19 Vaccine Education Campaign

Florida Department of Health in St. Lucie & Local Government Partnership

Overview & Situation

Before Comet Media Group was engaged, willingness to take the COVID-19 vaccine was at an all-time low. Survey data showed deep divides along racial, ethnic, political, and age lines. In particular, communities of colour—Haitian Creole Americans, African Americans, Hispanic Americans, and Caribbean Americans—expressed low trust in the vaccine, rooted in historical and cultural experiences with health systems and vaccinations.

Despite those differences, one insight cut across all groups: health care professionals were widely seen as the most trusted source for COVID-19 information.

Our Role

CMG designed a segment marketing, community education campaign that recognised that “hesitancy” was not the same for everyone. Each community had different reasons for doubt—and needed different messages, voices, and visuals to feel seen and respected.

We worked closely with:

The county and city Public Information leads 
The Health Department Marketing & Communications Director 
Community health partners and local providers

Together, we built a strategy that was not only science-based, but culturally grounded.

Our Solution

We implemented a two-part, people-centred strategy:

Trusted Messengers from Within the Community We recruited health care professionals who were also members of the target communities—Haitian Creole, African American, Hispanic, and Caribbean American. They became the authentic faces and voices of the campaign, speaking in their own language, tone, and context. 
Culturally Informed, Tailored Messaging CMG developed customised messages for each audience segment, acknowledging historic mistrust and specific concerns rather than ignoring them. We produced photo shoots and video content that reflected real people, real families, and real neighbourhoods—not stock imagery.

The Media Plan

The creative was deployed through an integrated community education campaign, including:

A dedicated landing page and digital ads 
Social media and YouTube placements 
Email outreach 
Print ads, posters and flyers in community locations 
Billboards and outdoor media 
Radio and TV spots 
Public relations and targeted community outreach events

The Results

The campaign helped move people from uncertainty to informed action:

County vaccination clinics saw overwhelming turnout, distributing all available vaccines at each clinic for several consecutive weeks. 
The campaign also drove residents to their own health care providers, clinics and pharmacies for vaccination—another core goal.

By combining segment marketing, cultural understanding, and trusted local messengers, Comet Media Group helped transform public health messaging into meaningful, community-led response.

We don’t just create brands — we build movements.

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