GDC was tapped to assist the San Antonio Metropolitan Health District in raising public awareness about the availability of COVID-19 vaccines in the San Antonio area, and to help promote pop-up clinics where immunizations would be given to residents, especially in low-income areas where access to digital technology and communications is a barrier.
Understanding this challenge, GDC devised a strategy to utilize its agency-owned digital mobile billboard truck. The truck is capable of projecting video, animations and static images on three lighted LED screens with sound. Working closely with the San Antonio Metropolitan Health District, GDC programmed the truck with content that was both eye-catching and informative. The bilingual messaging that was displayed was designed to be entertaining to hold the attention of audiences while also informing them about the COVID-19 vaccines. As the truck provides the opportunity to run unlimited videos and graphics in a rotation loop, additional services administered by the San Antonio Metropolitan Health District were also introduced to the audiences.
The digital mobile billboard truck was dispatched into the community to promote vaccine clinics that would take place on future dates, and driven directly into neighborhoods on a customized route to reach targeted audiences. On the day of the vaccine clinics, the digital truck was set-up in the area to serve as a wayfinder to the event and provide musical entertainment as it displayed video content on its screens.
As the digital truck is activated in the community with a professional driver behind the wheel, this person, who is a GDC employee, also serves as an on-site brand ambassador. During activations at the vaccine clinics, the truck driver/brand ambassador worked directly to support the outreach efforts of the San Antonio Metropolitan Health District staff, and acted as an extension of its team by assisting in information gathering and the handing out giveaways.
The digital mobile billboard truck has proven to be highly effective in reaching and informing audiences about the COVID-19 vaccine clinics. While the truck is on-site, the clinics are bustling with foot traffic and the businesses who have partnered with the San Antonio Metropolitan Health District to serve as host sites for the clinics are excited at the attention being brought to their locations.
Additionally, the digital truck was present at a city-wide press conference hosted by the mayor of San Antonio in which he highlighted it as part of the city’s effort in reaching out to residents with information on the vaccine clinics. The digital truck’s use and effectiveness in outreach efforts to target hard-to-reach audiences is also being shared with other Texas cities on a statewide level by the San Antonio Metropolitan Health District as a best practice.