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TAKING ON SEASONAL ILLNESSES.

The changing seasons bring with them seasonal illnesses. That’s why North Dakota Health and Human Services set out to encourage ND residents to get their seasonal respiratory vaccinations to protect themselves and their loved ones against the potentially severe complications that can arise from influenza, pneumonia, and other illnesses. Reminding people to stay updated with lifespan immunizations was also a priority.

The same old public health messaging of telling people to get their vaccinations is no longer motivating. Like many Americans, North Dakotans remain exhausted and skeptical after the pandemic. This skepticism drives lower vaccination rates across the state and puts the health and well-being of people of all ages at greater risk for illness.

Metrics Success

CAMPAIGN METRICS

DELIVERING HEALTHY RESULTS

9.6M+

Impressions (and counting)

110K+

visits to Immunization Landing Page and HHS site

SEM CTR

high (to date) of 16.06%

10,000 +

site actions

To build trust and acceptance for vaccination, we took a positive approach to promote wellness for people of all ages with a flexible, memorable, and impactful campaign.

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TURNING HUMAN BEINGS INTO WELL-BEINGS.

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To blunt vaccine skepticism and inspire people to get immunized, we reminded them of the value of staying healthy and doing what you love. Driven by the campaign’s Do Well theme, we created an adaptable messaging platform that included calls to Do Winter Well, Do Life Well, Do Childhood Well, and Do Back To School Well. The goal was to create relevancy, encourage North Dakotans to act, and get vaccination rates back on track across the state.

Digital and social ads featured a diverse representative of North Dakota residents in “Well” and “Oh Well” situations. The takeaway: By staying healthy, we can all Do Well. We applied the brand idea to videos for YouTube, OTT, and gas station pumps using upbeat music and appealing imagery targeted to specific audiences. Geofencing was used to reach people where they gathered for fall festivals and holiday events. We also deployed boldly animated signage to wow shopping crowds in popular North Dakota malls, conveying to shoppers that you wouldn’t be shopping if you weren’t feeling well. 

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