We Unlocked Community Trust  To Curb COVID-19

The Challenge

Wayne County, Michigan—home to the nation’s largest Arab American population—faced resistance to COVID-19 safety protocols due to cultural norms and practices. County leaders needed a way to encourage behavior change in a community hesitant to adopt masking, distancing, and later, vaccination.

Our Approach

Intense, quick-turn research, deep-dives into cultural norms, consultation with noted community leaders — this is how Fusion92 identified multiple strategic entry points in just days. Our insights into safety protocol nuances and the important role of Arab American and Bengali matriarchs in setting “family rules” was the basis for a powerful strategic platform. A multichannel, multilingual (Arab American, Bengali and English) campaign urging the community to “Let’s Be Safe” was created in the next few weeks. A powerful media strategy encompassed localized digital video and display, out of home, transit, social platforms, direct mail — even door hangers in specific communities.