Challenge:
As the COVID-19 pandemic unfolded in 2020, Colorado, like many states, sought every possible solution to combat the virus' spread. Traditional public health measures such as testing, contact tracing, and social distancing were already in place, but the rapidly evolving nature of the pandemic demanded innovative approaches. The challenge was to identify, evaluate, and implement new technologies that could complement existing efforts and potentially save lives, all while ensuring public trust, protecting privacy, and encouraging widespread adoption.
Solution:
In response to this challenge, Colorado became the first state to launch Google and Apple's Exposure Notifications Express (ENx) system, a novel technology designed to alert users of potential exposure to COVID-19. The Colorado Digital Service (CDS) played a crucial role in this implementation, particularly by building the technology that enabled automated code delivery.
Key aspects of the ENx implementation:
- Rapid deployment: Public release just 58 days after project conceptualization.
- Cross-sector collaboration involving state agencies, tech companies, and community partners
- Emphasis on privacy protection and voluntary participation
- Creation of a digital hub (addyourphone.com) for centralized information and activation
Innovation:
CDS built the technology for automated code delivery, which created a problematic bottleneck. This innovation resulted in 20x more notifications being delivered each day, potentially saving many more lives. The open-source approach was then adopted by other states and countries, saving even more lives.
Implementation Strategy:
- Comprehensive marketing approach including paid media, earned media, community listening, and grassroots outreach
- Focus on ease of use, privacy protection, and personal/family health benefits
Results:
- Surpassed 10% adoption goal within 3 days of launch
- 1,407,103 users (24.4% of Colorado's population) within 7 weeks of launch
- 30.2% adoption rate among Colorado smartphone owners
- With 12,804 codes claimed, 148,911 individuals were able to be notified of exposure to COVID-19
- exposure notification codes delivered, with 12,804 codes claimed
- An estimated 168,852 potential COVID-19 cases avoided
Impact:
Colorado's successful implementation of ENx demonstrated how innovative technology solutions, when rapidly deployed and widely adopted, can significantly impact public health outcomes during a crisis. The project showcased the importance of cross-sector collaboration, user-centered design, and the potential for government-led technology initiatives to save lives.
Colorado Digital Service was a crucial partner and innovator on ENx, leading the deployment of technologies that led to massive improvements in the scalability of exposure notification. CDS brough the best of a technology and government partner together to execute with the speed and thoughtfulness needed for a complex program like ENx.
Zach Eddinger, Google, Project Lead, Exposure Notifications