State of Kansas: Old Schooled

The State of Kansas, a Midwestern state in the USA, developed a campaign that encouraged younger local residents and community members to get tested for COVID-19.

Campaign details

Brand: State of KansasBrand owner: Government of USAEntrant company: Barkley, Kansas CityMarket: United StatesSector: Government, social policyMedia channels: Newspapers, Online display, Outdoor, out-of-home, Radio & audio, Search marketing, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

COVID-19 rates across the country exploded in the fall of 2020, and the State of Kansas needed to deliver a critical message directing all Kansans to get tested to help stop the spread of the pandemic.

By this time, COVID messaging fatigue had set in,...

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