19 To Zero
United Against COVID-19
_SECTOR: PUBLIC HEALTHIn 2020, Emergence co-founded 19 To Zero: a multidisciplinary coalition dedicated to improving public health in Canada through COVID vaccination and behavior change.
As creative leads, Emergence developed 19 To Zero’s branding, created a “Concern Index”to predict compliance with COVID safety measures, and launched targeted campaigns to promote COVID vaccinations. By developing strategies and messages that connected with the initiative’s Canadian audience, 19 To Zero successfully shifted personal attitudes around vaccination, gave health experts a valuable tool to reach the public, and resulted in better outcomes for populations most vulnerable to the effects of the pandemic.
Branding | Campaign Development | Copywriting | Graphic Design | OOH | Organic Social Media | Organization Building | Paid Social Media | Public Relations | Research | Strategy | Video Production | TV | Web Design _THE CHALLENGE
As COVID-19 spread around the world in early 2020, public health officials were confronted with a range of specific challenges. The unique behaviors required to limit the spread of the virus—masking, social distancing, quarantines, lockdowns, etc.—proved to be difficult to adopt on a mass scale. In the West, public attitudes about individual liberty and fears about government overreach were in direct opposition with public health guidance. As a result, behavior change interventions became an urgent need.
_SEARCHING FOR THE SIGNAL
Working with public health experts, behavioral economists, and other partners in Canada, we began to assemble a coalition with an explicit focus on behavior change. Initial efforts focused on actions like masking and distancing, and as vaccines became available we focused more heavily on building vaccine confidence. In a politically polarized time, we sought to build an identity around independence, transparency, and evidence.
_EMERGENCE
Emergence created the name, brand, messaging framework, and public relations/media strategy for 19 To Zero.
On the research side, we led several focus groups, developed discussion guides, and analyzed qualitative and quantitative data to help 19 To Zero respond to the changing tides of the pandemic.
After developing concepts based on the research, we also led concept-testing sessions and responded to group feedback to get to the right message.
_EVOLUTION
19 To Zero launched in July 2020 and has gained coverage in multiple news outlets across Canada.
The 19 To Zero website became a hub for healthcare workers and community leaders working to improve public acceptance of safe COVID behaviors.
By conducting our own research and working with partners like the Angus Reid Institute, 19 To Zero became a leading source for information about public perceptions and behaviors as the pandemic unfolded. The organization developed deep roots in the community, hosting town halls, appearing in media, offering vaccine pop-ups, and more.
Campaigns
As 19 To Zero broadened its coalition and conducted ongoing research, Emergence developed targeted campaigns to promote not only safe COVID behaviors, but increase routine vaccination rates that declined significantly during the pandemic.
It’s never too late…
After months of public health messaging and media attention, overall vaccination confidence has increased, but pockets of hesitancy have remained. We launched “It’s never too late” to send the bold, direct message that getting vaccinated as soon as possible is the only way to truly protect oneself from the potentially deadly impact of COVID.
My Vaccine, My Protection
Low income workers have been among the most effected by COVID. Despite their essential role in keeping Canada moving, these workers, who are frequently from BIPOC and newcomer communities, have been overlooked and taken for granted. “My Vaccine, My Protection” features real workers voicing their commitment to staying safe by getting vaccinated.
hear to_there
Building on our work with BIPOC and newcomer communities with “My Vaccine, My Protection,” 19 To Zero is partnering with Health Commons to launch a long-term, community-based intervention to support public health efforts in select communities. As an interactive storytelling platform, “hear to there” seeks to empower audiences to share their experiences as a means of expressing resilience in the face of trauma, ultimately pursuing grassroots change for a healthier Canada.
COVID is a Bear
Bears are a powerful, recognizable symbol of Canada, and all true Canadians know how important it is to avoid a close interaction with a bear. With this playful, yet arresting campaign, we sent a simple message that COVID is dangerous and potentially deadly, just like a run-in with a bear could be. The campaign ran on broadcast TV and social media, garnering media attention and public engagement.
Double Down on Your Defence
Audience research revealed that younger populations registered higher rates of vaccine hesitancy than some other populations, so we developed a clever, fun campaign specifically to engage those groups. “Double Down on Your Defence” used lively imagery and memorable language to remind Canadians that getting two vaccine doses is the only true way to stay protected.
Stronger Apart
As Canada prepared for the 2020 holiday season, public health officials worried that the very natural desire to be with friends and family would outweigh the fear of spreading COVID. We developed “Stronger Apart” to tap into Canadian history and identity, and encourage audiences to protect themselves and their loved ones by staying apart, no matter how difficult that might be.
What’s Missing?
19 To Zero’s research revealed a significant disruption in routine school-based vaccinations due to COVID-19. To meet this need, Emergence developed the "What’s Missing?" campaign in 2022. Utilizing a targeted approach, the campaign encouraged parents to utilize catch-up clinics to get older children and teens up-to-speed on vaccinations such as HPV
Power up!
2024’s "Power Up!" campaign was directed at increasing measles, mumps, and rubella (MMR) vaccinations among younger children, which declined significantly during the pandemic. Through vibrant ads that directed families to an online resource hub, the campaign promoted simple access to vaccine information in a vibrant and playful way.