communication in times of crisis: from material shortages to a vaccination strategy

When Belgium was rapidly overtaken by the coronavirus in 2020, it quickly became clear that there was a shortage of protective and testing materials. We supported the ‘shortages’ taskforce in the communication about the supply of these materials. Later, we also contributed to the federal vaccination strategy

Client: Coronavirus Task Force – Cabinet (then) Secretary of State Philippe De Backer

Sector: Federal government

Location: Belgium

Year: 2020

communication strategy

stakeholder management

PR & press events

the question

In order to respond quickly to shortages of medical materials, Secretary of State Philippe De Backer set up the ‘shortages’ taskforce. The aim of this taskforce was to arrange the ordering and distribution of high-quality medical materials.

However, the coronavirus crisis was a challenging time for government communication. False theories and half-truths fuelled distrust and suspicion. Fake news also circulated about the possible consequences of vaccination.

accurate and clear communication in times of uncertainty

We supported the taskforce with transparent and clear communication, as well as intensive press monitoring. At the same time, we developed the federal vaccination strategy for the Corona Commissioner. The main objective here, was to disseminate as much accurate information as possible and thereby increase the willingness to be vaccinated.

our impact

Broad understanding of, and trust in, the work of the ‘shortages’ taskforce emerged, as well as in the federal government’s vaccination strategy. Several elements contributed to this success:

communication strategy

Development of a communication and press strategy and approach concerning the taskforce’s responsibilities, as well as organising various communication actions for the federal vaccination strategy. Establishment of an international benchmark of the messages, methods and measures used in the fight against COVID-19.

stakeholder management

Drafting of a ‘Plan on a page’, mediating the cooperation between federal, regional, provincial and local authorities, and organising participatory stakeholder management with all levels of government, intermediaries and field organisations.

PR & press events

Developing and executing fixed reports to the Belgian press concerning the ordered, delivered and distributed medical and testing materials. Preparing parliamentary interventions, questions, television and newspaper interviews. Monitoring feelings and perceptions towards the taskforce, providing support and analysis concerning disinformation campaigns. Preparing press interviews and setting up a daily press briefing.