Hawai‘i Dept. of Health COVID-19 Statewide Vaccination Communications Campaign
In response to the global COVID-19 pandemic, Olomana Loomis ISC collaborated with the Hawai‘i State Department of Health to lead a statewide communications initiative that promoted COVID-19 vaccination. The campaign earned the 2022 PRSA Hawai‘i Koa Anvils Best of Show Award for its innovation, strategic impact, and measurable outcomes—culminating in Hawai‘i becoming the first U.S. state to vaccinate 90% of its eligible population.
Client and Sector
Hawai‘i State Department of Health | Public Health / Government
Challenge
At the height of the pandemic, vaccine hesitancy was a significant barrier to public health efforts, particularly among younger individuals, socioeconomically disadvantaged communities, and ethnically diverse groups. Hawai‘i needed a comprehensive communications plan that could build trust, dispel misinformation, and drive vaccine uptake among all communities.
Approach
Olomana Loomis ISC designed a four-phase strategic communication plan aligned with vaccine availability and target audiences. Extensive research, including a survey of nearly 4,000 residents, informed the messaging strategy. The campaign focused on inclusivity, segmenting audiences by demographics and risk levels, and addressing specific concerns of hesitant groups through culturally sensitive outreach.
Execution
The multi-channel campaign included grassroots engagement, digital marketing, public relations, paid media, and equity-focused initiatives. Social media, emails, and multilingual resources played key roles. More than 20 languages were used to ensure accessibility. The #HIGotVaccinated campaign added momentum by incentivizing participation with local discounts and giveaways, reinforcing community solidarity.
Results
This initiative demonstrated the power of culturally informed, data-driven communication in achieving public health outcomes. Key lessons include the importance of real-time information, inclusive messaging, and community partnerships in crisis response communications. Hawai‘i consistently ranked high among the states for vaccination rate. In March 2021, it was seventh in the nation. Hawai‘i became the first state to vaccinate 90% of residents aged 12 and older in October 2021. As of May 2022, 77% of Hawai‘i’s population was fully vaccinated with a primary series, while 84% received at least one dose. Vaccination rates also trended steadily upward for minorities, including Asian Americans, Native Hawaiians, and Pacific Islanders.
