The TL;DR Summary of Our Latest Myth-Busting Campaign? Surprisingly, women (vs. men) converted at an astounding rate. Of the women that went to the landing page, 18% clicked to register for a vaccine, 800% above the campaign average Based on both the marketing and brand lift study results, we believe that a mix of static and short videos was a winning combination Our myth-busting campaign was well, just that – a bust. More information
The TL;DR Summary? Of all the trusted messenger ads CARE USA ran in 2021, these were the least scripted and might be considered the “softest” direct call to action to get vaccinated. The “soft” ask was a home run when it came to Communication Metrics, leading to top performance among many of our key performance indicators (KPIs) Interestingly, this female-centric creative seemed to resonate the strongest with males.
The TL;DR Summary? For this campaign, CARE thought about how to further use geographic data to reach vaccine hesitant populations. Read below to learn how we tapped into additional data sources to further hone this campaign. This campaign generated similar results to the Faith Leader campaigns we ran over the summer. And, while we were never able to replicate the phenomenal performance of our first campaign that incorporated Faith Leaders, it’s clear that they are strong “trusted messengers” in the USA. We’re still learning. What might we learn if we test it as a tool to scale change in knowledge, attitude and behavior related to gender justice, climate, economic development, foreign aid, or poverty itself? More information
Follow the journey of four aspiring young ni-Vanuatu women photographers, eight participants in CARE Vanuatu’s Young Women’s Leadership Program, and one professional photography mentor. More information