Do Right, Right Now COVID Campaign

As the COVID-19 pandemic swept the nation in 2020, VGA identified a need for a unified, consistent message about prevention measures among media and community partners. Beginning with a partnership with the Douglas County Health Department, the campaign grew to serve the entire state of Nebraska with a message to Do Right, Right Now.

OBJECTIVE:

To promote COVID-19 prevention measures through a unified statewide media and outreach campaign.

STRATEGY:

VGA manages a comprehensive media and community outreach campaign, including coordination of media buys, social media, print materials, and influencer-based communication strategies. VGA has raised private funds to support the campaign and has solicited significant in-kind support.

RESULTS:

In fall 2020, VGA partnered with the Douglas County Health Department and Omaha Community Foundation to develop a unified COVID-19 prevention campaign to Do Right, Right Now. The campaign expanded to serve the entire state of Nebraska through a partnership with the Nebraska State Department of Education and Nebraska Children and Families Foundation, and is planned to run through mid-2021.

The collective goal of the Do Right, Right Now campaign is to reduce and eventually eliminate the spread of COVID-19 within communities, while shining a light on the impact this pandemic has on mental health. This positive campaign reinforces wearing a mask, washing hands, social distancing, and getting a COVID-19 vaccine as it becomes available.

VGA has managed media relationships, including securing both paid and in-kind advertising in radio, television, print, digital, and outdoor media statewide. As of mid-February 2021, the campaign had received more than $450,000 in in-kind media support. VGA has worked closely with graphic design firm E Creative to develop campaign messaging and graphics, develop and manage a campaign website (www.dorightrightnow.org), cultivate social media content, and manage relationships with key organizations and individuals statewide to share the campaign’s messages.