Putting information and action front and center in the face of uncertainty.
Copywriting | Messaging Stakeholder interviews
The challenge: Raise awareness of a new health concern in the middle of fatigue about COVID
Many residents were unfamiliar with monkeypox symptoms, transmission risks, and vaccine availability.
Ongoing concerns about COVID-19 overshadowed communications, diluting campaign impact.
Target demographics faced discrimination or misinformation that hindered trust in official guidance.
Flyers, social media posts, and local clinic resources lacked consistent messaging, confusing the public.
Materials and guidance for public health practitioners. Click to enlarge.
Research
Content audit Reviewed existing materials (flyers, website copy) to identify jargon-heavy text and outdated or conflicting information. Community surveys Polled neighborhood groups to pinpoint common misconceptions and discover preferred info channels. Health care provider interviews Spoke with clinic workers and vaccination sites to understand their pain points in communicating urgency and vaccine facts.
Strategy
Inclusive messaging guide Developed plain-language guidelines tailored to the city’s diverse populations, addressing stigma head-on. Consistent brand voice Created tone and style principles for all materials to foster trust and clarity across different outreach mediums. Accessibility focus Proposed mobile-friendly landing pages, multi-language options, and large-print posters for underserved communities.
Info-heavy handouts were repurposed for audience-specific ads. Click to enlarge.
Various outreach themes for half a dozen priority audiences. Click to enlarge.
Action
Landing page redesign Revamped the official monkeypox hub with clear vaccine FAQs and step-by-step guides to book appointments. Social media and text alerts Collaborated with a project team to craft concise, jargon-free posts and SMS alerts, making updates easy to share. Community toolkit Compiled a resource package for local advocates (fact sheets, share graphics, conversation scripts) to help build trust in vaccination efforts.
12%
Click-through rate to support services.
Results
I measured success by web analytics (bounce rate, clickthrough rate, downloads), user feedback surveys on clarity and cultural relevance, and local advocacy group testimonials.
Reduced landing page bounce rate by 35%.
Improved readability and community feedback by 85%.
Boosted resource downloads by 25%.
Lessons learned
Tackling stigma head-on, maintaining consistency in messaging, and harnessing community-driven insights are crucial for building trust and delivering urgent health information effectively.
Transparent, empathetic language helped counteract misinformation and fears tied to monkeypox.
Aligning style and messaging across online and offline channels significantly reduced confusion and improved outreach efficiency.
Survey feedback and health provider interviews were indispensable for tailoring content that truly resonated with the target population.
