California COVID-19 Research
Providing Insight to Inform California’s Public Awareness Campaign During the COVID-19 Pandemic
EMC Research provided multi-year ongoing research in partnership with Governor Gavin Newsom’s office and the California Department of Public Health to provide insights and strategic consulting to help the state address the pandemic and keep Californians safe.
The Problem
As the COVID-19 pandemic spread in early 2020, the California Department of Public Health (CDPH) and the Governor’s office desired ongoing, real-time insights into how residents were responding to rapidly changing public health guidelines. They required data to understand how Californians perceived health behaviors like masking and social distancing, as well as to gauge the public’s understanding of the evolving situation regarding the virus itself.
Given the diverse communities across California, gathering these insights posed a unique challenge. The state sought accurate, representative feedback to inform its public health campaign and ensure messages were resonating with residents, especially in underserved populations.
EMC Research’s Strategy
To address this challenge, EMC Research deployed a mix of research including a regular monthly statewide tracking survey as well as targeted qualitative and quantitative studies. EMC tracked changes in public opinion across various demographics, focusing on attitudes toward public health measures such as mask-wearing, social distancing, and the availability of vaccines.
By monitoring Californians’ evolving concerns and behavior, EMC provided the California Department of Public Health and the Governor’s office with timely data to adjust their communication strategy and outreach efforts.
Our Results
EMC Research’s insights were instrumental in shaping the state’s Your Actions Save Lives and Vaccinate ALL 58 campaigns. These campaigns, supported by our data, increased vaccination rates, improved mask-wearing adherence, and helped California achieve one of the lowest COVID-19 case rates in the U.S.
In recognition of these efforts, EMC Research, alongside a coalition of communications partners, was awarded the 2021 Communications Team of the Year by PRSC-LA for their role in driving public health outcomes in diverse communities.
