Battle Creek Community Foundation

Geo-Targeted Ad Campaign Helps the Unhoused in Central Michigan

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Four Black women smile and pose together at a table

Battle Creek Community Foundation (BCCF) has successfully used cell phone technology in their health outreach to connect with the unsheltered population in Central Michigan. To help encourage COVID-19 vaccinations among this historically hard-to-reach community, BCCF launched a geo-targeted public health advertising campaign. The campaign selected specific locations where large numbers of unsheltered individuals connect to Wi-Fi on their cellphones. Once connected and within a 5-mile range, they received ads on their phones promoting local vaccination clinics with BCCF’s partner organizations at area shelters or churches. This highly targeted approach has been so successful in increasing COVID-19 vaccination rates among the unhoused community that BCCF hopes to expand the effort to promote other types of vaccines.

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