US DEPARTMENT OF HHS - COVID EDUCATION CAMPAIGN

U.S. Department of Health and Human Services

National COVID-19 Public Education Campaign

Produced at Swift, in collaboration with Wunderman Thompson

Executive Producer: Kel Nelson

Role:  Creative Producer

 

OVERVIEW

As a mid-level creative producer at Swift, I supported production for the U.S. Department of Health and Human Services COVID-19 public education campaign, delivering national assets under fast-changing public health guidance and tight launch schedules.

 

Independent evaluations of the HHS “We Can Do This” campaign have found paid media exposure was associated with increased COVID-19 first-dose vaccination uptake. (pmc.ncbi.nlm.nih.gov)

 

THE CHALLENGE

This campaign ran on a high-velocity production cycle with real operational constraints. Information could change late, approvals were multi-layered, and launches were fixed. The job was to keep quality and accuracy intact while shipping on time, every cycle.

 

We regularly delivered a full national asset set on roughly four-week timelines from creative deck to delivery, while also managing ongoing revisions to in-market creative as guidance evolved.

 

DELIVERABLES

 

• National TV: :30, :15, and :06

• National radio

• Additional revisions and updates to existing creative as needed

 

PRODUCTION APPROACH

Because of the required speed, much of the work was post-driven, using licensed stock and modular builds designed for rapid versioning. Select deliverables included longer-form documentary-style pieces when the campaign called for deeper storytelling.

 

MY ROLE

I produced assigned deliverables end to end, including:

 

• Budgeting and vendor management

• Post schedules, resourcing, and delivery timelines

• Versioning and change control under shifting guidance

• Coordination across internal teams, agency partners, and stakeholders through review and approval

 

SYSTEMS FOR RELIABILITY

To stay on schedule without sacrificing accuracy, we relied on repeatable production systems built for change: clear version control, modular creative components, and structured review cycles that could absorb late updates without breaking budget or launch dates.