Case
Studies
SaluVax
Promoting Health
Through Vaccination
- Branding
- Logo
- Brand Book
- Flyer
- Educator Identification T-Shirts
- Facebook and Instagram Organic
- Edicators
- Presentations via Zoom or in-person
SaluVax is dedicated to ensuring equitable vaccine access across all communities, championing the belief that health is a universal right, independent of one’s living situation or financial status.
With a particular focus on the Hispanic population, SaluVax is committed to breaking down barriers to access and fostering health equity through vaccination efforts. Recognizing the critical role of language in healthcare accessibility, SaluVax offers all its external content in Spanish, underscoring its commitment to celebrate health through vaccination and safeguard the well-being of the communities it serves by providing essential vaccine information and services in a culturally and linguistically appropriate manner.
About the Client
About Our Client:
The Center for Multicultural
Wellness and Prevention, Inc.
The Center for Multicultural Wellness and
Prevention, Inc. (CMWP) is a cornerstone
institution that places prevention at the forefront
of its mission. As an agency deeply committed
to the health and safety of both its staff and
clients, CMWP has been vigilantly monitoring
the ongoing COVID-19 pandemic. In response to
the challenges presented by the virus, the
Center has implemented rigorous safety
measures to minimize infection risks, strictly
adhering to guidelines set forth by the CDC and
local health authorities.
Understanding the critical importance of community health, CMWP advocates for essential preventative
measures against COVID-19, including social distancing and the use of face masks. The organization supports
the enforcement of face coverings as a key strategy in combating the spread of the virus in Central Florida.
Through its unwavering dedication to wellness and prevention, CMWP continues to play a vital role in
promoting the well-being of diverse communities during these unprecedented.
About This Project
Customer need
The situation of individuals from minority populations in Florida, USA, continuing to get
vaccinated against Covid-19 is one of the main concerns of health authorities.
In Florida, vaccination rates among minority populations are significantly lower than among
non-Hispanic white individuals. For instance, according to data from the Florida Department of
Health in early 2023, 63% of non-Hispanic white individuals aged 18 and older were fully
vaccinated against Covid-19, compared to 43% of Hispanic individuals.
These disparities in vaccination have significant implications for public health. Unvaccinated
individuals face a higher risk of contracting Covid-19, developing severe illness, and dying.
Additionally, unvaccinated individuals can contribute to the spread of the virus, leading to new waves of infection.
SaluVax needs to increase its presence on social media to reach a wider Hispanic audience.
Campaign objectives
Increasing awareness of a new brand and its message
about the importance of Covid-19 vaccination among
the Hispanic community in Florida.
Specific Goals:
- Recruit project participants from different churches, housing, and Neighborhood Centers in targeted counties. (113 unduplicated outreach contact per month).
- Provide community outreach/mobilization to a total of 900 unduplicated Hispanic males and females aged 12 years and older in Orange, Osceola, and Seminole Counties.
- Conduct a minimum of 1 monthly culturally responsive health information session virtually and face to face to target the population in the catchment area.
- Promote and distribute a minimum of 75 educational materials per month and document the type of materials given.
- Conduct campaign to promote vaccination awareness in the community, via social media, such as Radio and Facebook live accordingly on a monthly basis.
- Refer a minimum of 50 individuals to COVID-19 and flu vaccination per month.
To achieve these objectives, we implemented the following strategies:
- Create a new, recognisable entity that will become familiar to the target audience (SaluVax).
- Create relevant and engaging content for minority communities. This content may include information on the importance of vaccination, testimonials from vaccinated individuals from Hispanic minority communities, or stories highlighting how vaccination has helped protect communities
- Use language and aesthetics that are inclusive and respectful towards Hispanic minority communities
- Promote the campaign on social media platforms of organizations working with Hispanic minority communities
By implementing these strategies, the newly created entity, “SaluVax” can increase
its presence on social media and reach a wider audience, particularly the Hispanic
population in Florida. This will help disseminate the message about the importance
of Covid-19 vaccination and contribute to reducing vaccination disparities.
Audience
The target audience for SaluVax’s Facebook and
Instagram campaign consists of individuals from
Hispanic communities in Florida who are undecided
or hesitant to get vaccinated against Covid-19.
This audience includes:
- Hispanic males and females aged 12 years and older in Orange, Osceola, and Seminole Counties
- Hispanic males and females aged 12 years and older, who represent the age group with the lowest vaccination rates
- Individuals living in disadvantaged areas or with limited access to healthcare
- People who have distrust in healthcare institutions or have had negative experiences with them
- Individuals are exposed to misinformation about vaccines
Action Plan
Branding
SaluVax is a new, innovative brand born from the
combination of “Salud” (health in Spanish) and “Vax”
(vaccine), symbolizing the fusion of health and
immunization. This brand is committed to
enhancing public health by making vaccines more
accessible, advocating for preventive health
measures, and promoting health equity. In an era
where vaccinations are crucial, SaluVax aims to lead
with solutions that bridge healthcare gaps and
support a healthier future for all.
Logo and Brand Book:
A new logo was created, a distinctive design that
captures the essence of the organization and
conveys a sense of trust and professionalism. This
new symbol is the cornerstone of SaluVax’s brand
efforts for this campaign and its future.
A unique and meaningful design:
SaluVax’s new logo is characterized by its modern
and minimalist style. The carefully selected
typography reflects the organization’s
professionalism and expertise, while the colors
convey energy, vitality, professionalism, and trust.
The logo also incorporates an abstract symbol
representing SaluVax’s mission to protect and
promote health through vaccination.
Vertical / Main
Horizontal
More than a logo, a strong brand:
To complement the new logo, a comprehensive Brand Book was created, outlining the
guidelines for the SaluVax brand. This document includes detailed information about
typography, colors, iconography, and other visual elements used in all communications
from the organization. The Brand Book helped ensure consistency and uniformity in
SaluVax’s image, strengthening its recognition and positioning in the market.
Spanish Flyer:
With the aim of reaching a broader audience and
effectively communicating the importance of
vaccination, we designed an informative brochure in
Spanish. This material was characterized by:
- Visually appealing design: SaluVax’s new brand identity was incorporated, using vibrant colors, a modern, and eye-catching layout
- Clear and concise information: The flyer’s content was written in simple and understandable language, using terms accessible to the target population
- Focus on audience needs: The most common doubts and concerns about vaccination were addressed, providing accurate and reliable information
The flyer became an essential tool in SaluVax’s marketing campaign. Thanks to its attractive design and
informative content in Spanish, it successfully captured the attention of the target audience and increased awareness about the importance of vaccination.
This initiative contributed to reaching a wider audience and making a positive impact on the community.
Educator Identification T-Shirts:
To strengthen the brand identity and facilitate the recognition of its educators,
we created a design for custom T-shirts. These garments are characterized by:
- Attractive and professional design: We prominently incorporated the SaluVax logo
- Clear identification: The T-shirts allow educators to be easily recognized by the public, facilitating interaction and communication
- Sense of belonging: Wearing the T-shirts fosters a sense of unity and belonging among educators, strengthening the teamwork
Custom T-shirts have become a significant element of SaluVax’s image. In addition to being
a practical tool for identifying educators, they contribute to reinforcing the brand and
making a positive impact on the community.
Beyond a simple garment, SaluVax’s custom T-shirts represent a symbol of commitment,
professionalism, and teamwork, instilling a sense of security and trust in the target audience.
Organic Campaign on Facebook and
Instagram: Building a Safe and
Informed Community:
With the aim of creating a trusted space for
vaccination knowledge, an organic campaign was
launched on Facebook and Instagram to attract a
substantial number of followers. This initiative
contributes to promoting vaccination and
safeguarding public health.
Social Media is instrumental:
The social media pages of Salucax will be crucial for
building a community, interacting with our
audience, and sharing important information about
the organization’s activities and initiatives.
Educators in Action: Informing and
Educating about Vaccination:
We placed educators in the vaccination centers of
Central Florida, providing information verbally and
through brochures about the importance of
vaccines, addressing both influenza and COVID. This
initiative served as a complement to the social
media campaign, aiming to increase vaccination
rates among the minority population of the state.
Presentation Design
We are using the two presentations designs
Presentation Link Influenza:
This presentation emphasizes the significance of
annual flu vaccination, highlighting its role in
personal health and reducing healthcare strain
during flu seasons. It encourages individuals to
proactively protect themselves and their
communities by getting the flu shot.
Presentation Link COVID-19:
This presentation offers a concise overview of
COVID-19 vaccination, focusing on vaccine
development, safety, efficacy, and the importance of
herd immunity. It aims to provide key information to
help individuals make informed decisions about
getting vaccinated.
Presentations via Zoom or in-person.
Accessible and Impactful Training:
SaluVax Presentations
SaluVax Presentations
With the aim of providing accurate and reliable
information about vaccination to a wide audience,
we offered informative presentations both virtually
and in person.
Flexibility for the audience:
- Virtual format: Monthly courses were conducted via Zoom, enabling participation from people anywhere
- In-person format: Presentations were held in churches, events, and other community spaces, ensuring access to information for those without internet access
Valuable content:
The presentations covered a wide range of
topics related to vaccination, including:
- Importance of vaccination for individual and collective health
- Benefits of vaccines in preventing diseases
- Safety and efficacy of available vaccines
- Myths and misinformation about vaccination
Engaging methodology:
The presentations were characterized by a dynamic
and interactive style, utilizing audiovisual resources and
participatory activities to facilitate learning.
Significant outreach:
The different formats of the presentations
allowed reaching a diverse audience, including:
- Minority communities.
- Individuals with lower educational levels.
- People facing barriers to accessing information.
Results
The campaign demonstrated resounding success,
surpassing the set targets in each of the key indicators.
Below is a detailed analysis of the results obtained:
Social Media Reach:
- Instagram: Significant Impact in the Community
Reach:
Organic distribution on Instagram reached 10,300
people, demonstrating a resounding success in
capturing the attention of the target audience
Effectiveness:
The platform emerged as a particularly effective
tool for promoting awareness about vaccination,
thanks to its ability to connect with a broad and
diverse audience
- Facebook: Strengthening Trust and Visibility
Reach:
Organic distribution on Facebook reached 822
people, contributing to increased trust in the
organization and visibility of the vaccination message
Impact:
While the reach on Facebook was lower than on
Instagram, the platform played a crucial role in
building trust and credibility among the audience,
a fundamental factor for the success of the
vaccination campaign.
People Contacted:
An astonishing 170% surpassed the initial goal of
contacting people, demonstrating an active
commitment to the community and broad
coverage in disseminating the message about the
importance of vaccination.
- Goal: 791 people to contact
- Achieved: 1,346 people contacted
Vaccinated Individuals:
Successfully vaccinated 114% of the goal,
representing a significant impact on promoting
public health and protection against diseases.
- Goal: 350
- People vaccinated: 400
Educational Material:
The delivery of informational material exceeded
the established goal by an impressive 146%,
ensuring wide dissemination of accurate and
relevant information about vaccination and
public health.
- Goal: 525 informational materials to distribute
- Achieved: 768 informational materials distributed
Presentations:
Successfully achieved the goal of 100% monthly
presentations, allowing for educational and
persuasive sessions on the importance of
vaccination to reach the audience.
Analysis:
The campaign results are a clear indicator of the success
of the implemented strategy. Factors contributing to
this achievement include:
- Effective communication strategy on social media: Customized strategies were designed and executed for each platform, utilizing clear, concise, and engaging language for the target audience
- Collaboration with local leaders and community organizations: A network of collaboration was established with key community stakeholders, resulting in greater reach and better receptivity to the message
- Use of attractive and easy-to-understand educational materials: Informative material was designed using simple language and visual resources to facilitate understanding
- Commitment of the promotion team: The promotion team demonstrated a high level of commitment and professionalism, which was crucial to the campaign’s success
Conclusion:
The campaign emerged as an example of how social media and other
communication strategies can be combined to achieve set goals, in
this case, promoting vaccination and improving public health.
The success of the initiative was evident in achieving all proposed
goals, and even surpassing them in most indicators.
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