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TDW+Co
TDW+Co's work on the 'We Can Do This' campaign addressed vaccine hesitancy among Asian Americans, heightened by misinformation and cultural differences. Through a strategy that included in-language communication, culturally tailored content, and engagement through trusted community channels, TDW+Co provided clarity and confidence in COVID-19 vaccines. Their efforts were pivotal in not only enhancing vaccine uptake but also in fostering a sense of informed empowerment against the backdrop of increased anti-Asian sentiment, ensuring that public health messaging was both accessible and resonant. We are proud to have worked alongside Fors Marsh to bring this campaign to Asian audienecs.
Tasked with a critical task, TDW+Co aimed to combat pervasive vaccine hesitancy among Asian Americans caused by a flurry of misinformation and rapid scientific developments. The objectives were clear: to demystify vaccine data, provide up-to-date health guidance, and build trust within communities facing discrimination linked to the pandemic. The strategy involved creating targeted, culturally sensitive campaigns that addressed the unique concerns and barriers of the community, ensuring that key public health messages were not just disseminated but were also embraced and acted upon.
To address vaccine hesitancy, TDW+Co executed a multifaceted campaign, tailored for various Asian American communities. Their success was measured by increased vaccine confidence, especially among those initially reluctant, a reduction in misinformation through the spread of credible health information, and the solidification of community trust in public health initiatives. By continuously adapting their tactics to address new vaccine phases—from initial doses to boosters—TDW+Co ensured that their messaging remained relevant, responsive, and reflective of the ongoing health narrative. As campagin was in full swing, the overall share of vaccinated people who are Asian reached 87%, the highest among racial groups in the US.
In the planning of this campaign, TDW+Co did not just navigate the complexities of health communication but also the sociocultural dynamics of anti-Asian sentiment amid the pandemic. They understood that for many Asian Americans, the virus was twofold—a health concern and a source of racial discrimination. These threats called a nuanced approach, combining clear, empathetic health messaging with support against discrimination, which TDW+Co demonstrated in their execution. Such cultural and regional sensitivities are crucial for the judges to appreciate the depth and impact of the campaign.
No AI was used in this project.
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