On COVID, Broccoli, and Patriotism

COVID messaging needs a marketing makeover

Once upon a time, I was a marketing major.

I was particularly taken by a concept offered by one of my professors, Philip Kotler.

Marketing isn’t just a commercial venture, he suggested. Not-for-profits and governments have marketing issues and needs, too.

In fact, Kotler wrote the book: Strategic Marketing for Non-Profit Organizations. (1)

When I look at a public policy issue, I still consider the marketing aspects.

As I read the news accounts of how obstinate and stubborn some people are in rejecting COVID vaccines, it occurs to me that the marketing is way, way wrong.

All of the pleadings and exhortations by governmental officials and public health professionals to get vaccinated are met with resistance – anger, even.

The message presented is, in effect, this: eat your broccoli.

That’s a guaranteed loser of an approach.

It’s time (past time, actually) to turn the messaging around.

The underlying themes should be, I believe, ones of inspiration and solidarity. These are the underpinnings of campaigns past.

Wartime-style exhortations instill commonality and purpose. Be a patriot. Stand together. Unite against the enemy. (“Plant a victory garden! Buy war bonds!”)

If you think about it, Franklin Roosevelt was a master of public marketing. Through speeches and fireside chats, he comforted and inspired the nation. He offered hope in the depths of the Great Depression.

So it might be with the COVID crisis.

“We’re Americans. We stand together, in unity and with purpose. Together, we can conquer COVID. Together, we can do anything.”

“So play your part. Do it for yourself. Do it to protect your loved ones. Do it for your friends and neighbors. And do it for America. The sooner we get this done, the better it will be for everybody.”

Public service spots and testimonials and advertisements to these effects can come from respected figures, sports stars. and celebrities alike. Sprinkle in citizens from all walks of life.

In short, government must by turns inspire, applaud, encourage – and lead.

And not plead or implore or scold.

Addendum: possible slogans .

We’re Up in Arms (i.e., several just-vaccinated people holding up their arms in solidarity)

Arms Up, America

It’s a Shot in the Arm

Just the Facts: Let’s VAX

(1) https://books.google.com/books/about/Strategic_Marketing_for_Nonprofit_Organi.html?id=Bg5HAAAAMAAJ

#COVID

#marketing