Department of Health
The Largest Public Health Campaign in State History
The vaccine adoption campaign reshaped attitudes across a diverse state and helped the state exceed national vaccination benchmarks, achieving its 70% goal 12 days early.
Vaccinations
Population Reached
Ahead of Goal
The Challenge
Drive COVID-19 vaccine adoption, reduce hesitation, and ensure the state met its goal of 70% vaccination of the eligible population as quickly as possible.
Our Approach
Integrated media mix, behavioral shift messaging, mass video development, and community trust voices including state leaders, clergy, and local influencers across billboards, transit, podcasts, and digital.
The Results
The state achieved its vaccination goal 12 days early with 4.7 million vaccinations administered, recognized as having the best vaccination results for any large, diverse state in the U.S.
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