How social media influencers helped the NYC public health system raise awareness of COVID-19 testing among historically disadvantaged populations

Carmen Boon and Emily Golloub
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Carmen Boon: External Affairs Vice President, Food Bank For NYC, USA
Emily Golloub: Assistant Director of Communications, NYC Health + Hospitals, USA

Journal of Digital & Social Media Marketing, 2021, vol. 9, issue 3, 198-204

Abstract: In August of 2020, NYC Health + Hospitals launched an awareness raising campaign with the primary call-to-action to get New Yorkers tested for COVID-19 often. With the primary goal of targeting women, LGBTQ+, some ethnic minorities and other historically disadvantaged populations, a culturally competent campaign was developed. The campaign required the health system to partner with four 360 marketing agencies certified as Minority and Womenowned Business Enterprises (MWBEs). Barriers to the success of this campaign included high advertising costs due to competing with election advertising, changes in the TikTok algorithms and preconceived ideas and/or hesitancy towards testing. Through creative influencer-focused marketing, NYC Health + Hospitals was able to successfully implement a multimedia and multiplatform campaign harnessing media personalities, influencers and celebrities with over 12 million combined followers and the effect that they have on like-populations.

Keywords: influencers; public health campaign; COVID-19; New York City; minority populations; behavioural change communications; Test & Trace (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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