The Guarantee
April 25

RedRover Receives Summit Marketing Effectiveness Award for Public Health Campaign

RedRover is thrilled to announce that of 1,900 submissions, the Summit Awards has recognized our “Focus on the ‘Co’ that matters most” campaign as their 2021 Best of Coronavirus Communications.

The Summit Marketing Effectiveness Awards is a distinguished international competition across 14 countries that celebrates agencies for breakthrough work that creates solutions, overcomes barriers and influences knowledge, attitudes or beliefs. The judging process abandons traditional judging criteria and instead focuses on one simple but powerful question: was the work effective?

RedRover is honored to receive such a meaningful award for this collaborative COVID-19 campaign with Mayor Lee Harris, the Shelby County Health Department and Prodigi Arts.

Focus on the ‘Co’ that Matters Most

 When the pandemic hit in 2020, local governments across the country faced polarizing opinions, conflicting directives and populations overwhelmed by COVID-19 news.

The Shelby County Health Department and Office of Mayor Lee Harris saw an opportunity to unite the county’s one million residents by creating consistent, thorough and unexpected messaging to democratize data and breakthrough the rising “pandemic fatigue.”

The Shelby County government tapped RedRover to support its marketing and communications efforts with our signature, research-backed strategy and execution. Our Pack launched a comprehensive outreach campaign that highlighted how the community could come together to combat COVID-19 using encouraging language and humorous videos.

RedRover eased the community’s ability to access information about the virus by staging ads on billboards, bilingual newspapers, broadcast TV, bilingual radio, OTT, streaming audio, social media and even gas pumps. Our Pack also rebranded the health department’s communications, reorganized the COVID-19 Resource Center and created a compelling and accessible digital portal under the rallying cry (

As a result, the campaign generated 114 million total impressions and reached 96 percent of adults within Shelby County. But more importantly, pre- and post-campaign surveying of the public showed a shift in attitudes, including an increase in:

  • Rates of “always or almost always” masking in public
  • Name recognition of top public health officials
  • Reliance on the health department for credible information
  • Residents who identified as highly likely to get vaccinated

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