The Opportunity

In late 2020, as COVID-19 continued to ravage black communities across the nation, NCBW-DE was challenged by the state of Delaware to help spread the word about the virus, to gauge the mental health and concerns of black women, and raise the voices of Black women to provide information about the impending vaccines that were nearing completion and authorization.

The Work:

The DOT developed a complete campaign that included:

• (2) focus groups, (5) Stakeholder interviews, creation of a digital survey for NC100BW DE members to inform content development
• Creating a unique look and feel for the campaign, including custom photography and templates that were used for social media and Billboards.
• Media training and prep for radio, television, and print hits that we secured.
• Scripting and production of two 30-second PSAs that aired throughout the Christmas season
• Media Tool Kits that were distributed to partners and supporters to leverage on their channels.

We were on a tight schedule but within a month of signing the contract, we had completed the research and developed two PSAs that ran throughout the holiday season in the state of Delaware. One of the PSAs focused on not visiting relatives and parents to avoid the spread of the disease during the holiday season. One line said this: My mom would love to see you, to hug you but please don’t stop by my mama’s house.” It was down to earth, understanding, direct, and spoken in plain English. Another focused on the importance of seeking out trusted voices:

The Outcome

In addition to paid media and PSAs, DOT secured several media hits for NCBW leaders that addressed head-on the challenges that black women were facing, their concerns about the vaccine and the need to continue to push out accurate information to combat the rumors and hearsay that people were getting from friends and on social media.