COVID-19 Volunteer Recruitment Campaign
Team Rubicon in Partnership with PAF & Bristol Myers Squibb / 2020
GOAL: Recruit volunteers to deliver food and support to immunocompromised individuals during the pandemic, reach nationwide audiences with clear, action-oriented messaging, and use a targeted media strategy to convert awareness into volunteer sign-ups.
Challenges
Reaching vulnerable populations and potential volunteers amid pandemic-driven media saturation
Coordinating media planning and creative across multiple partners and platforms
Balancing urgency with empathy in messaging and tone
Social Post - Impact
Campaign Videos
Approach
Directed a cross-functional team to develop an integrated media and creative strategy
Deployed paid media, social, digital display, print, outdoor, and in-kind placements nationwide
Collaborated with media vendors to optimize reach and drive targeted traffic
Focused campaign messaging on community service and mutual support
Developed a high-converting landing page and tracking tools to optimize lead generation
Outcomes
Directed a cross-functional team to develop an integrated media and creative strategy
Deployed paid media, social, digital display, print, outdoor, and in-kind placements nationwide
Collaborated with media vendors to optimize reach and drive targeted traffic
Focused campaign messaging on community service and mutual support
Developed a high-converting landing page and tracking tools to optimize lead generation
