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South Dakota Department of Health

Protect Your Circle

The Story

South Dakota’s native community is made up of nine different tribes located throughout the state. Reaching them with a pro-vaccination message was not a one-size-fits-all approach. The campaign needed to connect educationally AND culturally to be successful.

The Details
  • In-depth discovery of both tribal culture as well as the anti-vaccination movement at large
  • The star quilt design was inspired by the traditional gift representing family, honor and respect
  • Five-month campaign led to an informational landing page with links to vaccination resources
The Results
  • 630% increase in overall organic social post engagement (year over year)
  • 322% increase in Facebook post shares (year over year)
  • 184% increase in Facebook page engagement (year over year)
  • 29% of YouTube pre-roll video viewers watched 100% of the 30-second videos – much higher than industry average

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