Nebraska Family Planning (NEFP) received a grant to expand and promote virtual sexual health care services in Nebraska, with a particular focus on rural areas. Emspace + Lovgren partnered with NEFP to develop a strategy, tactics and tools for the statewide campaign to boost awareness of virtual health care services among patients who need free or low-cost care and increase the number of virtual appointments at six pilot clinics.
In some parts of the state, it can take several hours to drive to a healthcare appointment, which is why virtual sexual healthcare is so important for younger, rural Nebraskans with transportation barriers. Access to care is further complicated if patients live in a household that does not support the use of contraceptives, work a job that doesn’t align with in-person clinic hours, are uninsured or underinsured or don’t speak English as their first language.
The “In Control” campaign was developed with this audience’s needs and interests at the forefront. The color palette and illustrative style are youthful and attention grabbing, and the campaign uses empowering and direct language that is easily translated into Spanish.
To kick off the campaign, earned media efforts focused on educating the public about the In Control campaign and the benefits of virtual healthcare. We targeted English and Spanish newspapers, digital outlets, TV and radio stations and college publications across the state, offering local clinic directors for interviews where applicable to ensure stories were connected to the communities served.
Targeted digital and social ads launched in tandem with earned media to make the campaign especially present in key regions. Video social ads on TikTok, Instagram and Snapchat featured younger, bilingual content creators to further drive traffic to the campaign landing page.
The landing page housed all campaign information, including an explanation of virtual healthcare, what to expect during a visit and a responsive map with providers across the state. Spanish website copy was manually translated, instead of using a widget, to make information as accessible and clear as possible. We included an exit button for visitors who may view the site in unapproving households.
Providers at the six pilot clinics were sent physical and digital promotional materials. Physical materials included an educational zine, poster, coasters and a sticker sheet, all with unique QR codes to track success in different languages and regions. Digital materials included graphics and copy to use on their individual websites to create a consistent user experience when campaign landing page visitors click out to a provider website.