Award-winning campaign opens lines of communication between citizens and government
In 2020, Kane launched a digital ad campaign for the City of Racine focused on raising awareness of COVID-19 and educating audiences on how to #StaySafeRacine.
In 2020, the world faced the crisis of the COVID-19 pandemic. Racine, Wisconsin was a hotspot for the spread of the virus and the city needed to quickly educate the community on how to stay safe and communicate the steps the city was taking as a result.
Kane’s crisis response plan for the City of Racine’s COVID-19 emergency won a Platinum award in the 2020 MarCom Awards competition, one of the oldest, largest, most-respected creative competitions in the world.
SOLUTION
Kane launched a communications campaign for the City of Racine focused on raising awareness of COVID-19 and educating the publics on how to #StaySafeRacine. With the spread of the virus disproportionately affecting African American and Latinx communities, Kane applied additional tactics to reach those audiences through community engagement and bilingual communications.
The #StaySafeRacine campaign was designed to be a bilingual campaign focused on raising awareness among Racine residents and directing them to the Racine webpage to learn more about how to stop the spread of COVID-19. The campaign included the following tactics:
Content strategy and creation for staysaferacine.org website
Social media strategy and content
Paid digital media, including Facebook Video Ads, Digital Retargeting and OTT ads on streaming services
Outdoor advertising
Community influencer toolkit
Community listening sessions with African American and Latinx Leaders
Youth Advisory Council
RESULTS
Kane’s efforts with the City of Racine showed clear engagement with the public, providing the education the city needed to #staysaferacine.
10%-12% of Racine’s citizens used the website and behavior clearly indicated that they came seeking information about how to follow safety rules and guidelines
Social media engagements increased by 67.5%
Lines of communication were opened between city government and groups of citizen leaders that had previously not been tapped
Kane’s crisis response plan for the City of Racine’s COVID-19 emergency won a Platinum award in the 2020 MarCom Awards competition, one of the oldest, largest, most-respected creative competitions in the world
