The Impact of Brand Representation and Communications in Public Health During the COVID-19 Pandemic

Abstract

The Fulton County Board of Health has spent most of the past year reminding residents of the lasting impacts of COVID-19 on our community. By this time, both the public and essential workers were experiencing fatigue and burnout from dealing with the pandemic.

The Communications Department’s goal is to reintroduce the organization’s branding and reach every resident and inform them about the services we offer through clear communications. We cover more than one million residents in District 3-2, so reaching everyone was a challenge. We needed a short and direct message, which evolved into our ongoing campaign, “Vaccines Work.” We have spent more than a year pushing out ads that were visually appealing and written to appeal to specific target audiences. The campaign launched Summer 2022, and it was originally used to encourage residents to get vaccinated to protect themselves and their loved ones before large scale events and the holiday season.

We reached residents by:

  • Digital Billboards

  • MARTA buses, trains, and shelters

  • State Farm Arena during popular concerts (Taylor Swift & Janet Jackson) and Atlanta Hawks games

  • Major sports yearbooks, and magazines such as the Atlanta Hawks, UGA, and GA Tech publications

  • Fox Theater playbill

  • IHeart Radio streaming services and web ads

  • Movie Theater ads

  • Social media

  • Website news posts and Press Releases

  • Promotional Items

  • Printables like informational pamphlets, postcards, flyers

During this time, the Fulton County Board of Health saw a 237% increase in social media followers, as well as an uptick in general media engagement. Our social media communication platforms attract citizens from a wide range of cities and age groups spanning from 25 to 44. Since the optimization of our new website, traffic has steadily climbed, supplying the community with all the information they require to assist with medical problems and demands. Accessibility is also crucial to the community to maintain public health, which underlines the need for effective communication techniques. We therefore want to continue increasing the visibility of our brand, establish Fulton County Board of Health as the gold standard for public health, and establish the phrase "Vaccines Work" as a household expression. To that end, we wish to add more efficient communication channels and build more significant partnerships. With these objectives in mind, we only anticipate our brand rising to a higher leadership avenue in the future.

Keywords

branding, communications, board of health, fulton county, logos, graphic design

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The Impact of Brand Representation and Communications in Public Health During the COVID-19 Pandemic

The Fulton County Board of Health has spent most of the past year reminding residents of the lasting impacts of COVID-19 on our community. By this time, both the public and essential workers were experiencing fatigue and burnout from dealing with the pandemic.

The Communications Department’s goal is to reintroduce the organization’s branding and reach every resident and inform them about the services we offer through clear communications. We cover more than one million residents in District 3-2, so reaching everyone was a challenge. We needed a short and direct message, which evolved into our ongoing campaign, “Vaccines Work.” We have spent more than a year pushing out ads that were visually appealing and written to appeal to specific target audiences. The campaign launched Summer 2022, and it was originally used to encourage residents to get vaccinated to protect themselves and their loved ones before large scale events and the holiday season.

We reached residents by:

  • Digital Billboards

  • MARTA buses, trains, and shelters

  • State Farm Arena during popular concerts (Taylor Swift & Janet Jackson) and Atlanta Hawks games

  • Major sports yearbooks, and magazines such as the Atlanta Hawks, UGA, and GA Tech publications

  • Fox Theater playbill

  • IHeart Radio streaming services and web ads

  • Movie Theater ads

  • Social media

  • Website news posts and Press Releases

  • Promotional Items

  • Printables like informational pamphlets, postcards, flyers

During this time, the Fulton County Board of Health saw a 237% increase in social media followers, as well as an uptick in general media engagement. Our social media communication platforms attract citizens from a wide range of cities and age groups spanning from 25 to 44. Since the optimization of our new website, traffic has steadily climbed, supplying the community with all the information they require to assist with medical problems and demands. Accessibility is also crucial to the community to maintain public health, which underlines the need for effective communication techniques. We therefore want to continue increasing the visibility of our brand, establish Fulton County Board of Health as the gold standard for public health, and establish the phrase "Vaccines Work" as a household expression. To that end, we wish to add more efficient communication channels and build more significant partnerships. With these objectives in mind, we only anticipate our brand rising to a higher leadership avenue in the future.