The COVID-19 pandemic had a disproportionate impact on Indigenous people, yet information for urban Indigenous people about the virus was limited. Our goals for the #TakeCareinCOVID campaign were to support the community in accessing and sharing critical, credible, culturally appropriate information about COVID-19 and position NAFC as a trusted source of information and partner.
Our campaign had to be evidence-based, easy-to-access, and culturally specific, and reach a diverse audience, including those who are street-bound, urban, rural and remote and with varied internet access. We employed a bold approach, partnering with Ryan McMahon, an Indigenous comedian, as our spokesperson to deliver health messages in an authentic, unexpected way that played on the notion of COVID as a “trickster” in Indigenous communities.
Working quickly within the rapidly-evolving context of the pandemic, we delivered a campaign that achieved over 5 million ad impressions and 77,250 visits to the NAFC COVID-19 page, providing credible NAFC-vetted public health resources specifically tailored to the urban Indigenous community. The campaign was shared over 2,800 times on social media and NAFC gained over 460 new followers to its Facebook page.