ASG worked with the Massachusetts Department of Public Health to increase the level of brand awareness and education around Massachusetts’Exposure Notification System, MassNotify. Users of the app who were near a person who tested positive would receive an anonymous alert on their phone about their possible exposure to COVID-19. ASG launched an integrated campaign to help reach communities with higher rates of confirmed positive cases of COVID-19 and lower vaccination rates.
MassNotify was enabled by over 2 million people in Massachusetts. The digital advertising campaign generated over 950,000 impressions, reaching more than 335,000 people and generating over 8,000 link clicks to the Mass.gov/MassNotify webpage.