Federal Covid-19 Response

At the onset of the COVID-19 pandemic—before vaccines or proven treatments—Wondros was engaged by the U.S. Department of Health & Human Services (HHS) to lead a nationwide public service campaign. With early scientific research suggesting that convalescent plasma therapy could aid in the recovery of newly infected patients, the initiative aimed to mobilize recovered COVID-19 individuals to donate plasma. This campaign required rapid execution and close coordination across multiple federal agencies to reach communities nationwide.

Wondros was tasked with launching an urgent, cross-functional communications effort to inform the public, inspire action, and support the government’s immediate response to the pandemic. The campaign combined localized messaging, real-time research adaptation, and data-driven outreach to encourage eligible individuals to donate plasma. A key objective was to balance education and urgency while ensuring accuracy, accessibility, and compliance with healthcare privacy regulations.

The primary goal of this campaign was to educate and inform the American public about the government’s immediate response to the coronavirus outbreak. The campaign aimed to:

• Drive awareness of plasma donation efforts and their potential benefits.
• Encourage eligible individuals to donate plasma at participating locations.
• Measure campaign effectiveness while maintaining compliance with health privacy regulations.

Key deliverables included:

• 30+ targeted landing pages with localized content.
• Weekly and monthly reports, including a comprehensive end-of-year impact report.
• Video PSAs, social media content, and traditional media assets to amplify outreach.
• Development of a custom analytics and reporting framework to measure engagement.

To meet these goals, Wondros implemented a rapid-response, multi-channel strategy that included:

• Agile content development, adapting to new COVID-19 research in real-time.
• Localized landing pages to direct individuals to plasma donation sites.
• Data-driven campaign management, tracking outreach effectiveness while ensuring HIPAA compliance.
• Strategic social media campaigns and video PSAs to increase public engagement.

• Nationwide Public Awareness – The campaign successfully informed the public about plasma donation efforts and government response initiatives.
• Agile Crisis Communication – The team quickly adapted to new scientific findings and evolving public sentiment.
• Advanced Data & Reporting Capabilities – The development of a custom analytics team and reporting system enabled detailed campaign performance tracking.
• Resilience Under Pressure – The project demonstrated the power of cross-agency collaboration, rapid execution, and high-stakes problem-solving.

Executing this project during an unprecedented global crisis required an unparalleled level of agility, strategic focus, and resilience. Key takeaways included:

• Prioritization & Adaptability – In a rapidly evolving situation, focusing on high-impact efforts was crucial.
• Reliable Information is Everything – Vetting and fact-checking new scientific data daily was a core challenge.
• Leadership Under Pressure – Navigating complex logistics while developing new teams and processes reinforced leadership skills in a high-stakes environment.

This experience was both a professional and personal milestone, reinforcing the ability to lead with clarity under extreme conditions. While the circumstances were extraordinary, the dedication and teamwork displayed in this campaign were nothing short of phenomenal—a testament to the impact that strategic communication and rapid execution can have in times of crisis.

Date: 2020
Client: Health and Human Services (HHS)
Category: Digital Project Management