COVID-19 had been one of the deadliest pandemics ever seen, causing nearly two million deaths and 100 million cases worldwide. With no vaccine in sight for the public until at least January 2021, Dr. Bonnie Henry, the provincial health officer of British Columbia (BC), had to steer the Canadian province through the COVID-19 pandemic.
Dr. Henry wondered what communications strategy, if any, should be urgently set in motion to help curb the increase in COVID-19 cases. Who should the communications strategy target? What message should be delivered and through what channels? The lives of BC residents were in Dr. Henry’s hands.