Houston Health Department // Vaccination Campaign
In Texas, hospitalizations due to COVID-19, were increasing each week, and new deaths were once again on the rise. Pandemic whiplash had resulted in feelings of hope being replaced by growing frustration. Houstonians were continuing to idly process facts and opinions about the COVID-19 vaccine, as opposed to getting vaccinated.
Houston Health Department challenged us to create a comprehensive campaign to further build confidence in COVID-19 vaccines and increase the vaccination rate of Houstonians with special emphasis on targeted hesitant populations.
We developed a strategy that intended to pose the question of “what are you willing to miss?” to those who are still opting to wait to get the vaccine. By shifting the focus from hospitalizations and death to more “realistic” and familiar impact, the Houston Health Department was able to stand out as the authentic and relatable voice among COVID-19 vaccinations among the hesitant populations.