Case Study: Templeton Religion Trust

Client

Templeton Religion Trust

Services

Marketing Strategy

Brand Visual Strategy and Design

Website Content & Design

Strategy, Content Development

Digital Marketing

Brand Narrative, Positioning and Messaging

Year

2022

Now is the Time - Templeton Religion Trust - Case Study Communications Strategy

Challenge: Increasing COVID-19 Vaccination Rates in The Bahamas

In the midst of the COVID-19 pandemic, the government of The Bahamas negotiated to obtain vaccinations for the country. Some opted not to become vaccinated, resulting in increased incidents of hospitalizations and even deaths related to the virus even as vaccination supplies approached their expiration dates. The Templeton Religion Trust, a global charitable trust, wanted to use a campaign to encourage a positive perception about COVID-19 vaccinations and drive booking appointments among the unvaccinated.

Our Solution: An Integrated Communication Strategy‍

Our team determined that changing the mindset about the COVID-19 vaccination and driving behavioural change among unvaccinated Bahamains required building trust and communicating with respect and empathy to make emotional connections to overcome hesitancy and encourage appointment bookings. We started with research to understand more about the demographics of the unvaccinated population and why they did not want to be vaccinated. Insights from this data were used to design and implement a data-driven, integrated communication strategy using everyday people in relatable storytelling and striking visual branding to ensure that it would make memorable emotional connections with the audience. We developed targeted messaging and engaged established community partners such as Rotary Clubs of The Bahamas, the United States Embassy, Zonta, Zeta Phi Beta, Alpha Phi Alpha, and Alpha Kappa Alpha to amplify the message. We also collaborated with trusted endorsers including a surgeon and former minister of health and a nationally respected religious leader, to share personal stories that resonated with the audience.

Our services included campaign strategy development, graphic design, digital marketing strategy and implementation, with advertising campaigns on Google Ads and social media. We also organized and coordinated an “Ask Me Anything” webinar with the director of the National HIV/AIDS and Infectious Disease Programme at the Ministry of Health. By combining data insights with authentic community engagement, we helped the campaign connect with audiences and foster greater confidence in vaccination.

Our Results

The performance and impact of the Now is the Time campaign exceeded the client’s expectations, driving millions of impressions online. There were more than 60,000 clicks to the website and over 70,000 video views. Importantly, almost 1,000 people clicked the button to make an appointment to get vaccinated - the main objective of the campaign.