Case Study: Maryland Department of Health boosts COVID-19 vaccination with GKV's GoVAX campaign

Maryland Department of Health boosts vaccination to 91.9% with GKV

The Maryland Department of Health faced the immense challenge of educating and motivating its citizens to get vaccinated against COVID-19 during a time when both the vaccine and public trust were in short supply. To address this, they retained the marketing vendor GKV to develop a comprehensive public communications campaign.

GKV implemented the "GoVAX" campaign, which utilized a simple, memorable slogan and over 150 trusted community ambassadors to reach a wide audience. The solution included highly targeted tactics for hard-to-reach demographics, producing nearly 1,200 creative assets. The results were significant: the campaign generated 1.5 billion impressions and Maryland achieved the sixth-highest vaccination rate in the U.S., with 91.9% of eligible residents vaccinated. GKV's work was recognized as one of the most effective campaigns in the country.

Maryland Department of Health