UNC Health - This Is Your Shot
COVID-19 is almost a four-letter word these days, but in the early months of 2021, vaccines were giving hope to some Americans that the pandemic’s end was in sight.
Many people had valid concerns. It seemed rushed. There was a lot of misinformation floating around, especially about its side effects. It seemed untested. Some historically marginalized populations were understandably skeptical. The political climate made things even worse.
We were in uncharted waters. The public needed to be reassured that the vaccine was safe, effective, and would help us “get back to normal” as a society.
UNC Health came to us and wanted to spearhead an effort to reassure the public that yes–this is your shot to get back to whatever it is you’re looking forward to. By tapping into that latent desire, and using some fun, tongue-in-cheek word play, we created a campaign that would help break the ice and start a conversation about how the vaccines could help, and why they were crucial to public health (and lives).
The campaign included more elements than shown here, including a microsite, digital ads, environmental guerilla, direct mail pieces, an internal campaign launch, posters, swag, a support hotline, infographics, etc. It wasn’t just calming peoples' fears, it was transitioning them into education and answering their specific questions and concerns.
UNC Health became one of the country’s foremost clearinghouses for COVID-19 information and education.
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