Objective
The Bahamian public was very skeptical about the calls for vaccination coming from the Bahamian government. Thus, the concept was conceived to launch an independent campaign to promote vaccination in the Caribbean country. This became the Now is the Time campaign. Profound worked with ONWRD to develop the visual communication and digital marketing for the campaign. The objective was to mobilize citizens to visit the Bahamian government website and schedule an appointment to get vaccinated.nfection rates.
Approach
In collaboration with a local research firm, ONWRD coordinated research on public perception of the pandemic and vaccination in The Bahamas prior to the campaign. This provided us with numerous insights into how to communicate the campaign’s message. ONWRD then developed the communication strategy, including the narrative and messaging, as well as strong video productions to communicate the campaign’s message. Additionally, Profound designed the campaign’s branding and landing page. Profound is also conducting online marketing for the campaign.
Result
For the campaign, Profound designed a modern, compact, informative, and engaging landing page that showcases the strong video productions. Furthermore, Profound runs online ads tailored to and targeted at specific demographics in the Bahamas, all of which redirect citizens to the Now is the Time landing page. There they receive detailed information about the COVID-19 vaccine, as well as a link to the Bahamian government’s vaccination website. Additionally, ONWRD engaged community organizations, such as the Rotary Clubs of The Bahamas and the US Embassy, to participate in sharing the campaign on their social media platforms.
