Creating the HHS COVID-19 Public Education Media Campaign: Applying Systems Change Learnings.

The COVID-19 Public Education Media Campaign was initiated in July 2020 by the US Department of Health and Human Services (HHS). The process by which the Campaign was developed and operated by the HHS Office of the Assistant Secretary for Public Affairs (ASPA) was different than for other HHS campaigns. Nine learnings from recent ASPA systems change efforts were employed to guide development and implementation of the Campaign. The learnings, based in communication science as well as experience, have not been applied or have been inconsistently applied in other HHS campaigns. In this case, their application kept the Campaign's work focused on public health needs and not on political diversions. Separable from content and media aspects of the Campaign, the development and operational process guided by the nine learnings resulted in accomplishments such as: (1) advisory input and operation by a team of Federal employees from across the US Government; (2) award of large Federal contracts in a much shorter time than is typical, (3) proactive response to concerns from Congress, largely driven by the news media, (4) ability to make Campaign revisions in the context of the rapidly evolving science about the pandemic, and (5) ability to transcend the unusual political realities of a Presidential election season and the transition of administrations. Ways the nine learnings were applied to the Campaign's creation and operation may provide useful guidance to U.S. Government officials and others planning and conducting similar efforts in politically charged environments.

Creating a Robust Digital Communications Strategy for the US Department of Health & Human Services.

The US Department of Health and Human Services (HHS) has developed and is implementing an agency-wide Digital Communications Strategy. A robust strategy to coordinate digital communications is vital at times of crisis, such as the COVID-19 pandemic - and will be needed as part of an effective HHS campaign to motivate individuals who are hesitant to accept coronavirus vaccines. Using science-based principles of systems change, a four-phase approach was developed in alignment with the 21st Century Integrated Digital Experience Act (IDEA). Phase I involved announcing a plan for creating and implementing the HHS Digital Communications Strategy, including support for it from the HHS Secretary. Phase II involved gathering information and stakeholder support, with an interview research study as the central component for providing input and encouraging stakeholder engagement. Phase III focused on building the Strategy through an iterative process. Phase IV, which is ongoing, concentrates on implementing the Strategy, measuring the impact of digital communications and supporting the budget required to modernize Federal digital communications approaches to meet the American public's needs. Learnings from the work so far are consistent with those from prior HHS systems change efforts in communications - and are helping to improve the Strategy in real time.