Opportunity

The FEMA Funeral Assistance program provides up to $9k in funding or reimbursement for funeral costs related to deaths from COVID-19. This applies to funerals from January 20, 2020 to now. Despite the deaths of more than 900,000 Americans since the pandemic began in early 2020, the program was largely underutilized prior to the launch of the Yes& campaign in April 2022. Therefore, we needed to find a way to create awareness of this program. 

Insight

We had a wide target community knowing that there have been 900,000 deaths since the pandemic began in early 2020. Therefore, we needed to find a way to reach this big target with so many different profiles. The best way to achieve this was through an integrated campaign where we combined mediums and partnerships, adjusting the message/creative to maintain an inclusive approach. Also, we kept a close eye to the data and made proactive optimizations throughout the campaign.  

Solution

Using best practices for outreach and communications, Yes& developed and amplified a creative marketing campaign to increase awareness and understanding of the COVID-19 Funeral Assistance program, starting with 4 communities during the first 6 months of the campaign and moving beyond to an additional 25 targeted markets for the second 6-month period. We also facilitated grassroots outreach to community-based organizations in each of the 29 target markets to reach underserved populations through trusted sources. 

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Results

Paid Media:

  • Over 263.9 million digital and traditional media impressions in our 25 markets.
  • Paid Digital Campaigns have driven 290.6k+ attributed New Users to Landing Page since launching, which accounts for 58.6% of all landing page users.
  • Total Site Users is up 114.0%, with New Users up 133.6%.

Community Engagement:

  • Connected with more than 180 community-based organizations (CBOs).
  • Engaged 47 webinar attendees representing 16 states
  • Created 2,000+ touchpoints via email and phone with individuals representing CBOs, local governments, and other community groups.
  • Delivered 149 print mail packages to CBO and local government representatives. 

 

Brand Strategy