The CDC Foundation partnered with B Code, part of My Code, which reaches, informs and connects with Black audiences at scale through proprietary data and authentic creative content, to raise awareness of the COVID-19 vaccine and clear up any misinformation that was spread about vaccination. With its proprietary first-party data and 130+ publisher partners, B Code drove engagement within the Black community by creating emotional scenarios that addressed their hesitations around getting vaccinated.
The CDC partnered with B Code, an entity of My Code specifically focused on reaching, informing and connecting with Black consumers digitally, to target Black Americans who were 18 years or older. This influencer-produced campaign featured all-Black talent and utilized their own niche followers and personal interests to debunk misinformation around the COVID-19 vaccine.
B Code's strategy was to partner with trusted multicultural influencers who have a robust social media following for their professional and personal advice. These influencers demonstrated the importance of getting the COVID-19 vaccine by dispelling rumors and addressing the topic with compassion and empathy.
There was a 45% positive engagement with our social content among influencers/publishers and our overall engagement rate was 4.2x higher than the industry benchmark, which demonstrated that The CDC's message resonated among B Code's network. The total social audience reached was 3MM, where men and women between the ages of 18-24 were the most popular viewers.
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