CASE STUDY
Back-to-School Campaign
Our campaign moved the needle and persuaded parents and caregivers to get an A+ in back-to-school readiness.
Oklahoma State Department of Health
The Oklahoma State Department of Health (OSDH) is a government agency dedicated to protecting and improving the health and well-being of Oklahoma’s residents.
The Ask
Candor was charged with informing Oklahoma parents and caregivers about what was needed for children to go back to school, including immunization resources, how to obtain shot records and birth certificate copies and how and where to schedule well-child exams.
The Campaign
We developed a multi-channel campaign to persuade parents and caregivers to get an A+ in back-to-school readiness. We focused on reaching parents and caregivers of school-aged children, with a particular emphasis on single mothers, Spanish speakers and individuals from lower socioeconomic backgrounds.
We utilized a mix of digital and traditional advertising tactics, including Meta, Snapchat, Spotify, YouTube, cable/broadcast and out-of-home.
Website
Over 22,000 actions were taken in two months. Actions included clicks to:
- Download the checklist
- Order a birth certificate
- Request a shot record
- Locate a county health department
Influencer Partnerships
The campaign drove real-world action.
OSDH saw an uptick in people ordering birth certificate copies earlier in the summer, and July immunizations for children under 5 increased year-over-year. There was also an increase in calls, emails and shot record requests to the Vital Records department. Plus, the Tulsa Health Department experienced a 68% increase in August immunizations compared with the same time period in the previous year.
Our campaign moved the needle and persuaded parents and caregivers to get an A+ in back-to-school readiness!