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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: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Public Service
 Nomination Title: BRG and American College of Preventive Medicine: We Are Vaccine Confident
- 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 this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- 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.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
August 2021
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Since the onset of the COVID-19 pandemic, there has been rampant misinformation, leading to hesitation of the COVID-19 vaccine and a decline in routine vaccinations. In 2021, the American College of Preventive Medicine (ACPM), supported by BRG Communications (BRG), created a campaign designed to build a dialogue around the safety and efficacy of vaccines and generate awareness of the role preventive medicine specialists play in public health.
BRG coordinated with ACPM to survey the organization’s members on attitudes and perceptions around the COVID-19 vaccine. The survey uncovered that nearly 100% of preventive medicine specialists planned to, or already had, received the COVID-19 vaccine. BRG and ACPM also leveraged key data provided by the CDC to showcase not only the importance of the COVID-19 vaccine but highlight the need to stay in care with ongoing preventive medicine check-ups and staying on schedule with routine vaccinations. As of summer 2021: (A)
- More than 23 million missed doses of routinely scheduled vaccines (such as Measles)
- Black American patients were 50% less likely than White American patients to receive a dose of the vaccine
- Three in 10 healthcare workers remained hesitant to receive the vaccine
With support from the Centers for Disease Control, the “Vaccine Confident” campaign launched to help galvanize the preventive medicine community – encouraging ACPM members and their colleagues to join in the effort. ACPM built a large stable of spokespersons, leveraging an array of communications tactics to simultaneously target healthcare thought leaders, local communities, policy makers, and patients at-large.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 236 words used.
With many of its 2,000 members working on the frontlines of the pandemic in both clinical and research settings, ACPM created a campaign to:
- Build a signature ACPM branded campaign to promote history and importance of vaccines
- Showcase the breadth of preventive medicine topics and issues that impact the national healthcare landscape
ACPM launched a standalone campaign microsite as a resource center containing educational and training materials for all stakeholders and audiences to share and utilize, including the ability for public to ask a vaccine-related question / to be answered by an ACPM member. (B)
An interactive toolkit was designed to arm ACPM members with resources to effectively spread the Vaccine Confident messaging including fact sheets, talking points, social media graphics, infographic, presentation slides, templated LinkedIn articles, drafted social media posts. (C)
ACPM members were invited to join the “Vaccine Confident” Ambassador Program and deliver the “Vaccine Confident” message through patients, colleagues, and broader academic, public health, and hospital communities.
Since the program launched, ACPM ambassadors have participated in a robust media campaign – leveraging their expertise to reach healthcare thought leaders, policy makers, and consumers. Via this initiative, 19 ambassadors were deployed in over 15 markets.
To further instill consumer assurance in the safety and efficacy of the COVID-19 vaccine, a PSA was created and distributed, which aided in promoting vaccines by showcasing history of vaccines and using a preventive medicine physician to encourage trust.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 244 words used.
Objective One: Build a signature ACPM branded campaign to promote history and importance of vaccines
- Conducted national and local media relations promoting the importance of vaccines, garnering more than 2,900 media placements and 559 million impressions to date, including CNN, MSNBC, CBS Radio, Cosmopolitan, VeryWell Health, and Healthline.
- Reached audiences through the Vaccine Confident PSA airing 1,045 times and received nearly 2.5 million impressions. The 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 (D)
- Campaign also included thought leadership efforts, sponsorships and events, strategic partnerships, and material distribution to educate key audiences
Objective Two: Securing ACPM’s voice in the national dialogue and within key audiences.
- 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 and Black Talk Radio
- Engaged policymakers through multiple Hill Days to showcase the importance of preventive medicine to policymakers
- Organized partnerships lead by local ambassadors with 3 local community organizations in Baltimore, San Diego and Central Florida for events.
- Ambassadors conducted local media interviews resulting in coverage in hard-hit regions including Anchorage, Pittsburgh, Baltimore, Miami, Orlando, Sacramento, San Diego, and Tampa Bay
- Drove national relevance through interviews on variety of topics: vaccine history, social determinants of health, protocols, the pandemics impact on annual check-ups and disease states including diabetes, flu, covid-19, shingles and more.
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