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Company: BRG Communications
Company Description: BRG Communications is a certified woman-owned, public relations agency, focused on addressing critical health and social issues, strengthening brand reputation, building awareness and driving positive change. Our collaborative team has a proven track record for creative planning, successful implementation, best-in-class service and exceptional results.
Nomination Category: COVID-19 Response Categories
Nomination Sub Category: Communications or PR Campaign of the Year - COVID-19-related Information
 Nomination Title: BRG and American College of Preventive Medicine: We Are Vaccine Confident
- If you are providing an essay of up to 350 words, place it in the following space:
Total 350 words used.
In 2021, the American College of Preventive Medicine (ACPM) and BRG Communications (BRG), created a campaign designed to build dialogue around the safety and efficacy of vaccines and generate awareness of the role preventive medicine specialists play in public health. Launched with support from the CDC, the “Vaccine Confident” campaign galvanized the preventive medicine community – encouraging ACPM members and their colleagues to join the effort. ACPM built a large stable of spokespersons, leveraging an array of tactics to target healthcare thought leaders, local communities, policy makers, and patients at-large.
With its 2,000 members working on the frontlines of the pandemic in both clinical and research settings, ACPM created a campaign strategy that leaned on credible data, leveraged expert physician voices, and customized national and local topics and issues to address unique concerns to drive relevant content and visibility.
ACTIVITY AND RESULTS
- Conducted media outreach promoting the importance of vaccines earning 2,900+ media placements and 559 million impressions. Placements include CNN, MSNBC, CBS Radio, Cosmopolitan, VeryWell Health, and Healthline.
- Reached audiences through PSA, airing 1,045 times and received nearly 2.5 million impressions. PSA aired on local cable affiliates including ABC, CBS, NBC, and Fox affiliates during programs like Today, 60 Minutes, The Tonight Show with Jimmy Fallon, etc.
- Onboarded ambassador team of 19 physicians 15+ markets throughout the U.S. (C)
- Organized partnerships lead by local ambassadors with 3 local community organizations in Baltimore, San Diego and Central Florida for events.
- Ambassadors conducted local interviews resulting in coverage in seven different hard-hit regions including Anchorage, Pittsburgh, Baltimore, Miami, Orlando, Sacramento, San Diego, and Tampa Bay.
- Reached diverse audiences through promotion of such topics as vaccine history/trust as well as social determinants of health, which garnered placements in Black Enterprises, Essence, Black News Channel, Telemundo, and Black Talk Radio.
- Positioned “Vaccine Confident” content to HCPs to showcase preventive medicine’s role within larger healthcare continuum.
- Drove national relevance through coverage on topics including vaccine history, social determinants of health, preventive medicine protocols, the pandemic’s impact on annual check-ups, and disease states including diabetes, flu, covid-19, shingles and more.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 168 words used.
- BRG leveraged an internal survey of ACPM members, as well as conducted secondary research, to insert fresh, relevant and timely data into all campaign messages. The attached infographic houses key data leveraged to galvanize ACPM members around the campaign, and served as collateral for campaign ambassadors to share with constituents.
- https://vaccineconfident.org/
The campaign microsite was used to house relevant data and serve as an information hub for audiences to learn more about the campaign. The site houses an interactive ‘ask the experts’ tool for members of the public to ask questions about preventive medicine to ACPM members.
- The attached PDF houses the interactive toolkit which includes templated documents and materials for ACPM members to carry Vaccine Confident into their communities, institutions and patients. The document also showcases the development of the campaign ambassador program and key campaign results.
- https://www.youtube.com/watch?v=d8Z51eOKLvs&
Campaign PSA highlights ongoing data and facts about vaccines overall, highlights the urgency of the COVID-19 vaccine and showcases the preventive medicine profession.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated PR program, OR an essay of up to 350 words? (Choose one):
An essay of up to 350 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
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