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Data-Driven Inclusive Communications and Outreach Campaign
for the Pass It On Clinical Trial

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As COVID-19 related hospitalizations and deaths increased at an alarming rate in 2020, a US leading medical institution and research center led the search for answers about effective treatment. To be relevant and effective, the clinical trial needed participants from the communities most adversely impacted to join the study– essential workers from Black and Latino communities.  In addition to an incredible sense of urgency, the compounding challenge to enrolling Black and Latino communities was that both communities are statistically and historically underrepresented in clinical trials.  The Research Support Services to the clinical trial asked Culture Shift Team (CST) to design and lead the communications outreach campaign to inform members of minority communities about the trial taking place in 26 hospitals across the US. 

Culture Shift Team was tasked to create a culturally and linguistically relevant outreach and education campaign in order to reach those most affected by the pandemic. Due to historical mistreatment and discrimination, Black and Brown communities have a distrust of healthcare institutions and research studies, meaning their participation in clinical trials is almost non-existent. In order to educate the target demographics about the Pass It On trial, CST developed the campaign to be disseminated through organizations and leaders that have established trust with their community members. The education outreach campaign was conducted virtually and was supported by a multilingual website, videos with physicians, social media, out-of-home media, and digital media.

Culture Shift Team was tasked to create a culturally and linguistically relevant outreach and education campaign in order to reach those most affected by the pandemic. Due to historical mistreatment and discrimination, Black and Brown communities have a distrust of healthcare institutions and research studies, meaning their participation in clinical trials is almost non-existent. In order to educate the target demographics about the Pass It On trial, CST developed the campaign to be disseminated through organizations and leaders that have established trust with their community members. The education outreach campaign was conducted virtually and was supported by a multilingual website, videos with physicians, social media, out-of-home media, and digital media.

Visit the Pass It On Study website to see more of our multicultural and multilingual web design and development work. passitonstudy.org 

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What is Convalescent Plasma Animated Video for the Pass It On Clinical Trial in Spanish
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