"Colleagues giving a fist bump" by Rawpixel Ltd is licensed under CC BY 2.0.

Research

Secondary research has helped us assess what would be the most effective way(s) of developing a campaign to encourage Rogers Park residents to get COVID booster shots and to reduce the reintroduction of COVID into daily lives by social distancing, washing their hands and masking up. We’ve looked into the confirmed COVID cases as of Q4 in 2023 in Rogers Park, the vaccination totals and the resident demographics.

• For the week of 11/5/23-11/11/23, there were a total of 19 confirmed cases. This was a 73% increase from the previous week. There were 141 tests that were performed during this same timeframe

• As of 10/31/2023, Rogers Park had a total of over 118,000 vaccine doses including first doses as well as completed series. There were 40,549 first doses and 35,415 series completed. As of May 2023, the neighborhood has seen 40,164 for first doses, and 35,577 for completed series. As of 11/1/2023, there have been 6,041,490 vaccinations total in Chicago

• In 2020, the total population of Rogers Park was 55,628 people

• In 2017-2021, people ages 20 to 34 made up approximately 28% of the population

• In 2017-2021, almost half of the population made less than $50,000

• In 2017-2021, 93% of the population had one or more computing devices (cellphones, computers, etc.) and 83% had access to the internet

• In 2017-2021, 38% of the population drove alone as their mode of travel to work, with transit being the second highest mode of travel with use from 33% of the population

• In 2017-2021, 69% of the population was in the labor force, with 94% identifying as employed

Planning

We want to bring awareness to Rogers Park residents by making sure that they receive the booster shots that they’re eligible for, take tests if necessary, while keeping focus on social distancing, hand washing and masking up. These behaviors are well-known since they have always been used as the solution to combat COVID-19, so the campaign should reintroduce these steps and remind residents just how simple following them is. The resources available to help prevent the spread like masks, testing kits, and the vaccines should be easily accessible, available right within their own communities and neighborhood. Our ultimate goal is to flatten the number or decrease the number of confirmed cases by 50% from January to June. We’ll accomplish this goal by helping increase the number of tests being purchased by 40%, the number of booster shots administered by 1000, and making sure that there are positive conversations happening around COVID, the resources available and the best ways to help prevent the reintroduction of COVID into daily lives all within the same timeframe of January to June.

We want the intended audience to be 20–34-year-old Rogers Park residents. This audience can also make the most impact when it comes to sharing the specific messages we plan on putting out through several channels. Residents in this age range will help normalize conversations around COVID. We’ll be able to accomplish this goal using Chicago-based influencers. COVID has become a very taboo topic that isn’t discussed enough anymore unless it’s in a reactive way rather than proactive. The influencers should have content tailored towards this age range and should be something they specifically can relate to. They’ll help garner attention about using #AsSimpleAs123 as a way for people to spread the word about available resources.

Tactics

• Signage around Rogers Park bus stops and train stations in the neighborhood reminding residents that preventing the spread of COVID is as easy as following three steps: #1 Get your booster shot; #2 When in doubt, take a test; and #3 Social Distance, Mask Up, Wash Your Hands. By following these simple and easy steps, residents can make strides in the fight against COVID-19

• Partner with nearby CVS and Walgreens stores to share the same messaging of following the three simple steps. At the very least, following two out of the three steps requires residents to go into these stores to gather materials such as hand soap and masks, but they can also find testing kits and get the booster shots at these stores

• Partner with Loyola University Chicago’s Wellness Center, community organizations, and health providers to sponsor testing and bring resources and COVID vaccine and booster shots to campus or around campus for a one-stop shop for residents

• Use of Chicago influencers and community organizations to help bring awareness to the resources available as well as emphasize stopping the reintroduction of COVID in daily lives is “as simple as 1,2,3”. This will be really helpful for getting the conversation going on social media, with majority of the Rogers Park population having one or more computing devices and access to the internet.

Implementation

The timeline for this campaign will run as following:

• Signage will be displayed from January-June.

• Partnership with stores will be agreed upon in January and will run from February-June.

• Announcement of partnership with Loyola’s Wellness Center, community organizations, and local health providers will take place in February, and then will go into effect in March and run to June. The testing sessions will run twice a week and the vaccine sessions will run once a week.

• Chicago influencers will make posts two to three times a month and will run from March-June. All other aspects of the campaign should be in effect by the time this tactic goes into effect to help spread the word about what resources are available.

Evaluation

We will be able to evaluate whether or not the campaign was successful based on the following measurable objectives:

• To increase the number of tests being purchased by 40% by the end of June

• To increase the number of booster shots administered by 1,000 by the of June

• To receive 500 interactions with #AsSimpleAs123 by the end of June

If we’re able to achieve these objectives, then we’ve helped Rogers Park residents slow down the reintroduction of COVID in daily lives. We’ve also helped residents promote positive report about COVID and the resources available in the fight against it.