Communication Campaign on Covid in Bavaria
Corona has affected the citizens of Bavaria in their everyday lives for several years now, which is why the demand for communication among the Bavarian population is almost saturated. We took up this challenge as part of the Corona communication for the Bavarian State Ministry for Health and Care from March 2022 and launched a Bavaria-wide communication campaign that, instead of using striking advertising slogans, drew attention to the Corona vaccination booster as well as the hygienic and safety rules with professionally sensitive and target group specific communication. The campaign was based on cooperation with multipliers in the local area and in the digital space, through which we were able to reach the target group in their usual environment and their everyday lives.
The project in detail
- Partner :die wegmeister gmbh
- Duration :March until August 2022
- Keyfacts :Press coverage in statewide media, including Süddeutsche Zeitung and Bayerischer Rundfunk.
- Informative leaflet in more than 20 daily media throughout Bavaria.
- Cooperations with 13 influencers on TikTok and Instagram.
ifok ran the statewide Communication Campaign on Covid for the Bavarian State Ministry for Health and Care
ifok designs target group-oriented and sensitive communication concepts on socially relevant topics. The focus is on communication through trustworthy multipliers who become the voices of the campaign and pass on its content to the target group in a credible and authentic way. Cooperation with multipliers is accompanied by comprehensive media planning and placement as well as cross-media campaigns.
Successful launch of the campaign: Bavarias Minister of Health Klaus Holetschek launched the campaign with a press conference at the Marienplatz in Munich.
By incorporating multipliers close to the target group we could address the citizens of Bavaria in their everyday lifes.
Implementation of a cross media campaign with radio spots, ads on social media and out of home advertisement at places in Bavaria heavily frequented by the target group.