Collaborative Regional COVID-19 Communications 

Local public health agency participants and their partners through-out western North Carolina are collaborating on the My Reason WNC campaign, which features community members sharing their motivations for why they practice the Ws and/or plan to receive the COVID vaccine. 

Through this work, we are creating infrastructure, relationships, process, funding streams, and capacity to do high quality health communications in a way that is measurable, effective, and sustainable in rural communities – for COVID-19, and eventually other key health issues. An approach we are testing is the use of digital advertising techniques, which can target hard-to-reach communities. Our My Reason WNC Partner Toolkit makes resources we create available to all in the region.

Sixteen counties and the Eastern Band of Cherokee Indians have opted in to participate in My Reason WNC

From 12/18/20 - 7/01/21 through-out the region:

We reached 718,424 unique individuals on Facebook & Instagram with more than 11.6 million impressions
• WNC residents responded to the ads with 2,002,430 engagements (likes, clicks, comments, shares)
• The ads resulted in 231,110 link clicks to learn more and 5.1 million video plays

Our campaign is making a difference! In the most recent public evaluation survey (May 2021), 39% of survey participants who saw the #MyReasonWNC campaign ads in English and 63% who saw them in Spanish sought more information about COVID-19. In addition, 15% of survey participants who saw the #MyReasonWNC campaign ads in English and 37.5% who saw them in Spanish said the ads affected their behavior.

My Reason WNC Partner Toolkit

The My Reason WNC Partner Toolkit (see buttons, below) is available to hospitals, institutes of higher education, community organizations, and all who would like to participate in the regional campaign. 

The Toolkit includes a Community Conversation Guide in English and Spanish

It also includes a spreadsheet of links to free templates to create social media graphics, flyers, and more - as well as videos and sample social media copy in English and Spanish. 

Click here to view free campaign templates in Canva

Voices from our region...

Visit our #My Reason WNC playlist on Youtube frequently to view new stories from our region, and please feel free to share widely!

Background & Pilot Campaign

March 2019:

WNC Health Communicators Collaborative formed - a group of local and regional health communicators from health departments, hospitals, and regional stakeholders

February 2020:

The Collaborative begins working together to improve how western NC responds to the pandemic:
•Standing calls with peers
•WNC COVID Communications Digest email
•Online peer communications platform
•Shared resources and materials
•Information sharing with NC DHHS & other key partners

August 2020:

The WNC Health Communicators Collaborative receives funding from MAHEC, AdventHealth Hendersonville, Dogwood Health Trust, and Mission Health to coordinate a three-month pilot in 5 counties (Haywood, Henderson, Graham, Jackson, Transylvania) of a collaborative regional COVID communications campaign

December 2020:

Receives funding from Dogwood Health Trust to take key learnings and infrastructure from Pilot and expand to regional campaign – launching in 16 counties and Eastern Band of Cherokee Indians 

Pilot Participant Ad Examples

Henderson County

My Reason WNC Participant Communities (as of June, 2021)