SLCo unveils new website, PSA campaign to promote COVID vaccine
Salt Lake City — Salt Lake County Health Department (SLCoHD) has unveiled a new public awareness campaign and website built around the theme, “This Is Our Shot,” to promote the importance of county residents getting their necessary COVID vaccinations.
The campaign, which formally launches this week, features radio, TV, billboards, bus shelters, transit advertising, direct mail, digital marketing and collateral elements, all built around variations on the message, “This Is Our Shot. Let’s Take It.” The concept is to promote COVID vaccination awareness and provide the most up-to-date information available to Salt Lake County residents.
All creative messages will drive visitors to the county’s new website, ThisIsOurShot.com, for the latest details on who’s eligible for vaccine, where to get a vaccination when the time is right and other facts about the vaccine and Utah’s efforts to meet a 70 percent herd immunity goal.
“We’ve been working quickly and have put a lot of time and resources behind our efforts,” Salt Lake County Mayor Jenny Wilson says. “It’s important we inform the residents of Salt Lake County and others in our community in a timely, upfront manner as details and information change frequently.”
Though the campaign was assembled in a relatively short amount of time, the thinking behind the campaign is based on extensive research—both quantitative and qualitative. Salt Lake County Health Department staff and representatives conducted online surveys and focus groups to determine what misconceptions exist about COVID vaccines and where further information and education might be most effective. Much of that comes out in the campaign’s messaging; it’s certainly apparent in the new website’s detail and enhanced features. (The campaign is produced in both English and Spanish.)
The “This Is Our Shot” campaign was developed by Salt Lake City-based Love Communications, a full-service advertising, PR and marketing firm. The agency developed several concepts for public health officials to consider; “This Is Our Shot” was chosen because of its obvious twist on “shot”—as in, this is our opportunity. Headlines include, “This Is Our Shot. To Hug Again.” “This Is Our Shot. It’s Here, It’s Effective, It’s Free.” and “This Is Our Shot. To Get Back To Normal.”
“Our primary goal is to encourage people who live in Salt Lake County and surrounding areas of the importance of getting a COVID vaccination through outreach, education and awareness,” says Gary Edwards, executive director of Salt Lake County Health Department. “A secondary goal of this campaign is to be a resource for accurate information so anyone, anywhere can do their part to help their own community end this pandemic.”