Creating the HHS COVID-19 Public Education Media Campaign: Applying Systems Change Learnings

Area of Science:

• Public Health Communication
• Health Campaign Management
• Government Operations

Background:

• The US Department of Health and Human Services (HHS) launched the COVID-19 Public Education Media Campaign in July 2020.
• The development and operational process for this campaign diverged from standard HHS procedures.
• Nine key learnings from recent HHS Office of the Assistant Secretary for Public Affairs (ASPA) systems change initiatives were applied.

Purpose of the Study:

• To detail the unique development and operational process of the COVID-19 Public Education Media Campaign.
• To highlight the application of nine specific learnings from communication science and experience.
• To demonstrate how these learnings maintained focus on public health needs over political influences.

Main Methods:

• Utilized nine established learnings from ASPA systems change efforts to guide campaign development and implementation.
• Focused on the process and operational aspects, separate from campaign content and media.
• Applied learnings to manage federal employee input, contract awards, congressional relations, scientific adaptation, and political transitions.

Main Results:

• The campaign successfully focused on public health needs, avoiding political distractions.
• Achieved rapid federal contract awards, faster than typical timelines.
• Enabled proactive engagement with congressional concerns, often amplified by media.
• Facilitated agile campaign revisions in response to evolving pandemic science.
• Successfully navigated political complexities, including a presidential election and administration transition.

Conclusions:

• Applying specific communication science learnings can enhance the efficiency and effectiveness of public health campaigns.
• This systematic approach allows government initiatives to remain focused on public health objectives, even in politically volatile environments.
• The documented process offers valuable guidance for future government-led public health efforts operating under challenging political conditions.