COVID-19 Campaign Audience Approaches
The We Can Do This Campaign uses a science-based approach to motivate behavior change, evolving messages based on the latest scientific information and research. Messages are specially designed to reach diverse populations that are most likely to take action to protect their health and those disproportionately affected by COVID. Below are audience-specific overviews of the
We Can Do This approach to reach campaign audiences, including market research, key messages, partnerships and outreach, paid and earned media, and sample creative.
Approach Documents
Informational Content
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Campaign Approach to Reaching Asian American, Native Hawaiian, Pacific Islander (AANHPI) AudiencesCampaign approach document for AANHPI audiences.
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Campaign Approach to Reaching Black AudiencesCampaign approach document for Black audiences.
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Campaign Approach to Reaching American Indian/Alaska NativesCampaign approach document for AIAN audiences.
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Campaign Approach to Reaching General AudiencesCampaign approach document for general audiences.
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Campaign Approach to Reaching Latino AudiencesCampaign approach document for Latino audiences.
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Campaign Approach to Reaching Rural AudiencesCampaign approach document for rural audiences.