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Breaking Down Barriers to Health

Project Overview

At the height of the COVID-19 pandemic, Milwaukee County knew it was critical to target the highly vulnerable population of individuals who have difficulty leaving their homes. With this goal in mind, the County launched the Healthy Homes at-home vaccination program and engaged Mueller Communications to develop and deploy a comprehensive communications and marketing strategy to reach this often underserved population.

The Challenge

Milwaukee County knew it was critical to provide COVID-19 vaccines to highly vulnerable individuals who have difficulty leaving their homes, but didn’t know how to reach this often underserved population.

The Solution

Utilizing available consumer data within Milwaukee County, Mueller targeted highly vulnerable populations – including through caregivers, family members that are caregivers, in-home medical professionals, live-in healthcare personnel and individuals who live in multifamily housing units, as well as individuals who searched keywords that aligned with the Google Ad campaign. 

Mueller Communications generated awareness of the Healthy Homes program and availability of at-home vaccinations and encouraged clicks and calls to schedule an at-home vaccination through branding and asset creation, earned media rollout, search engine management, and social media, display and mass media ads. 

Throughout the process of developing creative materials and assets, Mueller was intentional about ensuring we had assets in multiple languages – English, Spanish and Hmong.

The Results

The multi-level targeting and numerous channels used to spread the Healthy Homes message helped to create awareness of the program, as well as drive engagement and, ultimately, the scheduling of at-home vaccines. Milwaukee County was thrilled with the results, as the more than 6.4M impressions garnered through the campaign led to a wait list of hundreds of individuals seeking an at-home vaccination, and has served as the launching point for ensuring this hard-to-reach population is now integrated into the County’s ongoing outreach efforts and service provisions.