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COUNTERING THE SPREAD OF PANDEMIC FATIQUE.

After a year of lockdowns, restrictions, and separation from family and friends, the people of North Dakota—like everyone across the country—were suffering from pandemic fatigue. North Dakotans throughout the state were ready to move on, eager to get back to living the lives they led before COVID-19. 

Newly created vaccines promised to bring life back to normal. But along with this solution came another problem: vaccine hesitancy due to fear and uncertainty. The North Dakota Department of Health needed a public health outreach campaign to help inspire and encourage the holdouts to get vaccinated. 

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TIER TARGETING

DELIVERING PRIORITY MESSAGING

13M+

Impressions

137K+

visits to the website

141K+

actions

To encourage vaccination, we stirred positive and motivating emotions like love, hope, and the strong desire for human connection.

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GETTING NORTH DAKOTANS BACK TO LIVING LIFE AGAIN.

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From research, we learned that the most impactful messaging for overcoming COVID-19 vaccine hesitancy emphasized safety, efficacy, and the positive aspects of returning to normalcy. Using that knowledge, we created a campaign that was positive, empowering and underscored the vaccine’s emotional benefits. We showed North Dakotans they could once again do all the things they love with the people they love in a campaign centered around the theme, Let’s Get Vac Together. The multifaceted campaign used a broad media mix of broadcast TV and radio, outdoor, digital display, social media, Redbox advertising, Screenvision Media, and live sports programming radio.

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