Colorado Department of Public Health and Environment
To help more Coloradans become better prepared for emergencies, another PR firm tapped Katherine for her expertise in social marketing to co-lead a statewide behavior-change campaign. With $758,000 in federal funding, we gathered quantitative and qualitative data and developed an integrated campaign that included regional public health summits; business partnerships; outdoor and broadcast advertising; media relations; social media; branded collateral; and a mass flu vaccination exercise. The standout tactic that garnered attention nationwide was a reality competition, in which Colorado residents auditioned to be one of nine contestants to live in a house for three days and face a multitude of emergency preparedness challenges. Footage from the house was posted online and aired on morning and evening TV newscasts across the state, using entertaining high jinks to educate even more Coloradans about a very serious topic.