CITY OF CHICAGO COVID-19 — URGENCY TO ACTION

MISSION

The City of Chicago and Chicago Department of Public Health (CDPH) needed to accelerate vaccination rates to protect the city during the COVID-19 health crisis. The charge: move multicultural communities toward vaccination, as part of the citywide goal of reaching 77% of residents with at least one dose by year’s end.

ACTION

Recognized and counseled partners that standard influencer PSAs packed with public health messaging, would not connect in communities with longstanding distrust of the medical system, heightened by rampant misinformation. Redirected the approach by designing an influencer strategy rooted in trusted community spaces and collective voices, to create credible dialogue that could move residents toward vaccination.

EXECUTION

• Structured an influencer coalition — cultural leaders, medical experts, and local influencers — to drive authentic dialogue, and counter misinformation with education.

• Spearheaded activation in trusted community pillars — barbershops and nail salons — ensuring authentic conversations, where the community felt safe to engage.

• Engineered integration across influencer, production, and content — producing in-person and digital conversations that advanced awareness into action and amplified PR, events, and education efforts.

IMPACT

• 77% of Chicago residents received at least one vaccine dose, surpassing the goal ahead of schedule.

• Content and community conversations, reinforced by PR and events, built education, engagement, and trust.

• Publicity Club of Chicago Golden Trumpet Award — Content Marketing.