Case Study

Dallas Regional Chamber


Taking Care of Business During COVID-19

What we did

Paid Media
Social Media
Strategic Marketing Plan

In the spring of 2021, long lines formed all across the U.S. as people waited to get vaccinated against Covid-19. Experts were already seeing warning signs that the short supply of vaccines would soon turn into a lack of demand, and with no local government vaccination campaign in North Texas, local business leaders represented by the Dallas Regional Chamber boldly stepped up and enlisted a coalition of local, female and minority-owned agencies led by the public relations giant, Edelman, to mount a vaccination campaign.

Results placements earned.​
...impressions in key locations.
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...additional people vaccinated.
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...awards of recognition​

The Challenge

At the time, most vaccine campaigns — including those of hospitals in the area — were only telling people what to do: get the shot. They were rational, focused on raising awareness and informing the public with accurate information. However, the Dallas Regional Chamber aimed to increase vaccinations among hesitant groups, so we knew it would require an unconventional approach — we needed to give them a reason why.

The research team found that North Texans care about the health of their local economy. In fact, 77% of people believed vaccinations would benefit the economy . But few of them realized how much local businesses were still suffering: 1 in 3 small businesses had closed their doors, and key sectors like Leisure & Hospitality remained down 50%.

The Solution

With this insight, we created a campaign to save lives and livelihoods, “Take Care of Business” (“Manos A La Obra”). Instead of just telling people what, we told them why: “Getting the vaccine isn’t just about protecting people, it’s about protecting paychecks.”

The coalition launched an omni-channel awareness campaign and created a heart-touching PSA that resonated with primarily Black and Latino audiences. Social Revolt led the campaign’s organic and paid media efforts, positioning the Dallas Regional Chamber and its campaign partners as advocates for the vaccine and accelerating the rate of vaccine registrations across the four-county region with the goal of having 80% of each country’s residents be registered.

Jorge Ortega

Senior Advisor, Growth & U.S. Market Development

“Thank you to Social Revolt Agency and 1820 Productions! We could not have done this without your partnership.”