Reaching your desired audience with the right message is the magic equation in marketing. But what if your target audience is nearly every age group, geographic area, ethnicity, race, gender, and unique differentiator? And your message is to drive positive behavior change during the largest health crisis of our time. That was—and continues to be—the challenge faced by Fors Marsh Group (FMG) starting in August 2020 when we were tasked with creating and implementing a public education and behavior change marketing strategy for the COVID-19 Public Education Campaign.
The even bigger challenge, we learned, is finding the best messenger.