Missouri Foundation for Health

Combatting COVID vaccine misinformation.

Campaign Strategy
Digital Strategy
Message Research
TV Advertising
Video Production

missouri public health officials weren’t just facing a deadly virus, but an equally pervasive enemy: misinformation.

Missouri had just hit record levels of new COVID infections and hospitalizations. And while vaccination was a proven strategy for controlling the virus, the state was facing especially low vaccine uptake among Black, Hispanic and Latino, and rural communities. Alignco partnered with the Missouri Foundation for Health on a campaign to build trust, combat misinformation, and deliver resources on how and where to get the vaccine.

We developed an online hub featuring culturally resonant and tailored content in 20+ languages for partner organizations to deploy into their communities.

reaching diverse

We conducted qualitative message research with racially and geographically diverse Missourians and took the time to understand our audiences. Using a mix of real COVID patients and trusted messengers, we were able to give depth and credibility to the sensitive topic of government mistrust in historically marginalized communities.

We ran a multi-platform and highly targeted campaign, with TV and radio placements across key markets as well as targeted digital ads delivered directly to harder-to-reach communities. And we teamed up with a diverse group of influencers to develop custom and digital-first content for their followings on Instagram, TikTok, and other social platforms.

11.1 million video completions
20,000+ engagements on influencer content
24.7 million impressions
20+ languages for materials