Case Study: Devon County Council boosts community testing with Freshwater's integrated campaign

Devon County Council reaches 571,000 people with Freshwater’s community testing campaign

Devon County Council needed to promote community testing for COVID-19 as government restrictions eased. Their challenge was to increase public awareness, drive attendance at local testing sites, and normalize testing as a weekly routine. They engaged the vendor Freshwater to deliver an integrated communications campaign to meet these objectives.

Freshwater implemented a multichannel strategy that included audience research, a creative campaign using the "Do it for Devon" concept, and extensive digital advertising on Facebook and Google Display. The campaign also utilized radio ads, stakeholder toolkits, and physical materials. As a result, the campaign reached 571,000 users through Google ads and saw a significant increase in tests collected, with 56,154 more tests taken during the launch week than in the prior three weeks. Sentiment was overwhelmingly positive, with 81% of paid Facebook reactions being 'like' or 'love'.

Devon County Council