Devon County Council – Test & Trace
Following successful implementation of a blueprint Social Media and Digital Marketing Campaign for local authority, Surrey County Council, Air Social produced a similar campaign to help Devon County Council implement its Test and Trace strategy to trace, track and notify people of any localised outbreaks and lockdown measures.
In the event of an outbreak within the county or Government-imposed tiered lockdown, the local authority needed to be able to distribute urgent updates, within minutes, to those living or working within a set catchment area and signpost them to the correct sources of relevant Government information and guidance on what to do next.
The Campaign – #DoItForDevon
Devon’s circa 660,000 Facebook and Instagram users were the primary target audience for the #DoItForDevon campaign, which would provide real-time updates on Test and Trace across the county.
Air Social’s creative team designed a portfolio of social media content to be delivered daily to residents in Devon, reminding them to adjust their actions to help prevent a local outbreak. We also selected specific target audiences for certain messages – based on postcodes, age and multiple other criteria – through paid adverts. For example, a post relating to children returning to school targeted at parents.
With multiple tourist spots along the Devonshire coast, as well as Dartmoor National Park, it was also important to be able to identify and reach those visiting from outside the county. Air Social used advanced methods of geo-targeting to deliver urgent messaging directly to tourists who had visited the area, as well as messages encouraging people to “Enjoy Devon Safely” for those likely to return.