To ensure the underserved communities most impacted by the COVID-19 pandemic were connected with crisis relief services, the Alcohol, Drug, and Mental Health Board (ADAMH) of Franklin County launched Ohio’s COVID Care Program, funded through a FEMA grant. Nativa was selected to develop and implement a multicultural communication and marketing campaign to reach minority and immigrant communities in Franklin County.

Nativa developed and implemented a six-month social media, print, digital, and broadcast campaign in eight languages (English, Spanish, French, Somali, Swahili, Nepali, Amharic, and Arabic). The campaign promoted Ohio’s COVID Care Program, and 24-hour hotline established for crisis support and linking residents with relief services. All materials adhered to Ohio’s COVID Care Program branding guidelines, ensuring consistent and relevant messaging for target audiences.

Nativa executed the strategy by:

• Multilingual Campaign Creation: Implementing social media, print, digital, and broadcast campaigns in eight languages.
• Adhering to Branding Guidelines: Ensuring all materials aligned with Ohio’s COVID Care Program branding and messaging.
• Broad Distribution: Creating flyers, brochures, postcards, and door hangers to reach multicultural audiences.

The campaign involved creating digital and print advertisements in eight languages, aiming to garner attention from multicultural audiences. Print materials designed for the campaign included flyers, brochures, postcards, and door hangers, totaling 21,500 pieces distributed by community outreach teams. The extensive distribution and targeted communication effectively promoted the program and hotline among diverse communities.