California COVID-19 Campaign
Stay safe. Get vaccinated.
The COVID-19 pandemic has touched each and every one of us. It’s affected family, friends and communities and disrupted the world. We believe in the power of communications to change behavior and are honored the State of California asked RSE to create the most complex and important public health campaign In California’s history. During the different phases of the pandemic – safety, reducing surge numbers and vaccinations – our campaign messages have evolved and changed all while recognizing the diverse population of California. Our messaging is delivered in 12 different languages through a myriad of different channels including social, digital, broadcast and outdoor along with community outreach through leaders and social influencers. It goes without saying, the campaign to end the pandemic is one of the most important works RSE has ever been involved with and we are proud to be a part of it.
5.0 billion impressions with 90% from diverse-serving media
Messaging reflects the diverse population of California through language, insight and cultural influences.
In addition to our paid media work, we managed influencer relations, conducted community and faith-based outreach and arts activation, and oversaw partner/taskforce outreach.
People reached via CBO partnerships10,525,325
Value of in-kind media secured$42,898,854