How do we support a major metropolitan city in a moment of crisis?
Challenge
With the outbreak of monkeypox (MPV) in 2022, the New York City Department of Health and Mental Hygiene sought to spread information regarding vaccination appointments throughout NYC. However, due to an antiquated website system, the initial rollout of vaccines failed causing distress and anger, particularly among the LGBTQIA+ community in NYC.
NYC Health asked KMSG to support with:
Disseminating vaccine information widely and quickly to the LGBTQIA+ community in NYC
Building confidence amongst people most at-risk for contracting MPV that vaccine access is available despite the initial hurdles
Connecting with large platforms to share MPV vaccine information
Context
KMSG accomplished the following:
KMSG worked with international drag queens BenDeLaCreme and Jinkx Monsoon to share NYC Health-approved language around vaccine availability in NYC.
A combined following of 2.8 million people were shared this vaccine information on Instagram.
Vaccine information shared on Instagram and Facebook led to an increase in the number of New Yorkers signing up for MPV vaccine appointments.
Connected the Commissioner of the New York City Health Department, Ashwin Vasan, with the World Economic Forum. This included several exploratory calls where the Commissioner and his team discussed areas of collaboration with WEF’s Health Equity Network. Areas of mutual engagement included improving chronic disease outcomes, addressing mental illness, and reducing Black material mortality rates, among others.
Following the connection, Commissioner Ashwin was invited to World Economic Forum events to speak on these topics, including WEF’s annual Health and Healthcare Meetings in New York City.
Action & Impact
Social Media Outreach
Through our collaboration with international drag queens BenDeLaCreme and Jinkx Monsoon, we managed to share NYC Health-approved graphics and links sharing information on MPV vaccine information, boosting it widely to members of the LGBTQIA+ community in New York City.
BenDeLaCreme performed on RuPaul’s Drag Race (Season 6; voted Miss Congeniality by fans) and RuPaul’s Drag Race All Stars (Season 3; winning a record-breaking five challenges before eliminating herself).
Jinkx Monsoon performed on RuPaul’s Drag Race (Season 5; winner) and RuPaul’s Drag Race All Stars (Season 7; winner), becoming the first person to win two seasons of Drag Race.
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