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South Dakota Department of Health

West Nile Exposure Awareness

The Story

While the COVID-19 pandemic dominated the headlines, we know that West Nile virus can be equally nasty to its victims—even if it’s not as widespread. And we also know that, as a result of safety concerns driven by COVID-19, South Dakotans spent more time outside in the past year-and-a-half than ever before, making them more susceptible to West Nile virus exposure. With that in mind, we designed the campaign around the theme of adventure—taking a light-hearted poke at the newsreels of the early 20th Century.

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The Details
  • Targeted digital ads and billboards designed to reach our mobile adventuring audience and drive awareness.
  • Video spots that struck an amusing tone while delivering serious facts about safety and prevention.
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The Results
  • Nearly 4,000,000 overall impressions for paid media
  • 331,600 individuals reached (nearly doubling the previous year’s number)
  • More than 14,000 ad clicks (more than doubling the previous year’s number)
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