I’M VACCINATED
BECAUSE…
December 2021 - Present
CAMPAIGN GOAL
The goal of this campaign was to connect to communities most impacted by COVID-19, which were historically under-resourced communities, communities of color, immigrant communities, justice-impacted communities, disabled communities, elder populations, and limited English proficiency populations. The focus was to change people’s minds about COVID vaccinations by piercing through the noise of politics and misinformation.
ENGAGEMENT OVERVIEW
Team Friday looked to the trusted messengers, community leaders, and residents to uplift and share their personal stories about getting vaccinated. Beginning with the statement “I’m Vaccinated Because…”, each story was to open an empathetic response for the audience, and to connect with a person or family who looked like them. The message was relatable, simple, and shared the same values asof the audiences.
The narrative brought the focus away from the political and public spheres and centered it on the personal.
CREATIVE STRATEGY
The campaign creative utilized video interviews and portraits of a wide demographic from specific impacted communities including community members and leaders, businesses, and Community Health Workers. The portraits and messages were displayed against a white background, to ensure the images of the people were at the forefront of the creative. The look was clean, bold, and represented quieting thbackground noise of others’ opinions. The subjects were families, parents and children, multi-generational, multi-cultural, and multiracial.
APPROACH AND TIMELINE
Team Friday implemented a paid media plan in print, radio, digital, mobile, video, social media, and Out-of-Home (billboards, transit shelters, bus panels) across LA County. Team Friday developed and produced radio PSAs to accompany the paid media campaign.
The “I’m Vaccinated Because…” campaign garnered 37MM OOH impressions, 107K Social Media impressions, and 12MM radio PSA impressions.
TIMING December 2021 - Current
LANGUAGES English, Spanish, Tagalog, Traditional Chinese, Korean, Armenian
MEDIUM Print, Radio, Digital, Mobile, Video, Social Media, Out-Of-Home, Earned Media
SCOPE INCLUDES
Research
Message Development & Testing
Creative Design
Video Production
Media Training
Social Media Management
Public Relations
Digital Ad Placement
Out-of-Home Placement
RADIO SCRIPT
VIDEO
