Problem
In 2020, I was the lead Art Director for launching Louisiana’s contact tracing app in partnership with the Louisiana Department of Health, Google, and Apple.
Amidst the COVID-19 pandemic, I partnered with the Louisiana Department of Health, 368, and the Contact Tracing team at Google to bring contact tracing technology to a skeptical and fearful public.
Over a 90-day rollout window, we conducted statewide research to develop the brand name, visual identity, and integrated marketing campaign. The team executed a multi-channel rollout strategy that touched a diverse range of audience segments. We split the messaging into two categories: action and emotion.
Approach
Launch Covid Defense in less than 30 days.
At a time when every passing hour costs lives, we set out to launch the app within 30 days. The team conducted statewide research to develop the brand name, visual identity, and integrated marketing campaign.
We then executed a multichannel rollout that reached diverse audience segments using split action and emotion messaging strategies. We mobilized a community street team to work with local institutions and healthcare facilities to spread awareness.
App security is a concern for many people who utilize their smartphones for daily activities. The logo for Covid Defense is meant to convey confidence and security. The initials C and D are turned on their side to form a locked or secured device.
Over 20% of Louisiana's population downloaded the app within the campaign period.
With a total budget including media of under $1mm and a timeline of 3 months, our campaign outperformed CTR and CPC rates across platforms for healthcare and exceeded campaign goals.
Around 40k
Number of downloads within first 30 days
7 million
Total impressions within first 30 days
>1 million
Number of downloads to date